Further Lea & Perrins Designs

After reading through the brief thoroughly, I got straight to designing some more prototypes in further detail:

Front: The above image shows the iconic bottle shape of Lea & Perrins (design mandatories: retain iconic bottle design), with a similarly designed black cap - this will be an easy-screw cap made of a recyclable material (further research into sustainable materials). The bottle itself I've decided will be made of recycled and recyclable Enviroglass (in either volcanic black or clear). The most imperative part of this design is that it must be sustainable. I have to make this bottle easy for consumers to recycle. All that would need to be done to this bottle after use is a quick disassemble. The cap would screw off, and I have exchanged the current label design for an easy-peel recyclable sticker on either side of the bottle.

Back: This is a view from the back of the bottle. After associating my ideas with the brief objectives, I designed this. Taking on board that I must "create a pack design that is attractive to the 20-35 year old age group" and that the pack design "needs to inspire people to use the product in their everyday cooking". With the easy-peel recyclable sticker being a more contemporary shape (and although the design itself I understand was not a part of the brief, I have redesigned this too, keeping the original signature but inviting a new age of consumer in) I feel that this would already catch the eyes of a younger generation. The sticker on the back of this bottle however folds out, in a concertina manner revealing different meals and their recipes that can be made using their own Lea & Perrins sauce. In short, giving a revamp to their already existing meal ideas, and reminding consumers that they can make all these dishes themselves too.

To let consumers know that their product is a new 'green' sustainable product, I have designed a small green droplet shape to symbolise it's eco-friendly status and to show it is relative to Lea & Perrins sauce. This is in hope it will remind consumers that the product is made for recycling and encourage them to do so.

Case Study: The Body Shop

Beauty With Heart

The Body Shop are more eco-conscious than ever. They are committed to reducing their impact on the environment by reducing the energy they consume, and generating less waste - taking full responsibility for the way they run their business, and hoping to change attitudes towards being eco-friendly worldwide, building on "positive efforts made by suppliers, franchisees, colleagues and customers".

measuring their performance against 2012, they have clear targets for 2020 - to reduce the direct impact of their operations in stores, offices and distribution centres by:

> Reducing their CO2 emissions by 50%, including emissions from electricity, gas, diesel consumption and transporting products from distribution centres to stores.
> Reducing their electricity consumption by 50% (a key contributor to CO2 emissions)

> Reducing their waste by 50% (reducing all waste created by stores, offices and distribution centres) and hopefully counting product packaging. 

> Reducing their domestic water consumption by 25% making sure none is wasted.
 
The Body Shop are also creating wildlife areas at all of their corporate sites, with allotments, beehives, meadows, fruit trees and butterfly-friendly areas.

Also relating back to a previous post "The Story of Stuff" this video (unlisted YouTube video - courtesy of The Body Shop) gives an insight into ethical trade and externalised costs:

Ethical Trade Video

These are big company changes - all for the greater good, so to buy from The Body Shop now as opposed to even 2 years ago in 2010 is so much better for the environment. These changes mean big cuts on their consuming of energy and therefore making for a better, more eco-friendly corporate company.

Case Study: Innocent Smoothie

The Big Knit

Now the main project brief has been set, I have been looking a little further into existing companies who do their part for our plane, as I do not wish to be too caught up in the appearance of the bottle design and dismiss the need for this product to be sustainable and eco-friendly. Therefore, I decided to take a look around and see what I could find with regards to similar companies and how their products and/or campaigns help our environment.

The Big Knit is a annual campaign set up by the founders of Innocent Smoothie, that encourages supporters from all over the country to knit little woolly hats for the caps of the smoothies, and for every bottle sold, 25p will go towards Age UK supporting the elderly generation during the winter months. Since they began nine years ago, they have raised over £1 million.

This, in turn, cuts down on gas use and does it's part for the environment and community. Using witty, attractive designs and with a campaign for a great cause, this is a highly successful piece of product design.

Initial Designs

Although I am aware that the bottle design is not a part of this brief, and that the original iconic design must be kept, I designed a few quick sketches of ideas (that I will not end up using) anyway (shown below). I experimented with squeezy plastic bottle designs, and made considerations into exactly which sustainable material I thought the bottle should be made out of such as glass, black glass and plastic.

I also experimented with it's logo design to get a feel of the design in its entirety, using the orange and black colour scheme and simplistic designs.

Special Editions and Recipes

Although there is an original, recognisable design for Lea & Perrins, There are also numerous designs for Lea & Perrins special edition bottles and recipes (below). I intend to involve recipes in my designs to encourage consumers to not only use the product as a sauce, but also as an ingredient for a main meal.

Lea & Perrins Special Edition

Lea & Perrins The Burger Booster

Lea & Perrins LEAsagne

Lea & Perrins Spaghetti BoLEAgnese

A History of Lea & Perrins

Lea and Perrins, alike any other brand on market today, has gone through quite some changes in design since it's first appearance on our shelves. Quite considerably in comparison to its 1900's advertisements (shown below):

This design (in a rather long-winded way) explains exactly what it needs to, however it is far too much to look at. It's so informative, that it is in fact disengaging. As a consumer, I feel that the image needs to be simplified and there needs to be next to no text. My designs will have minimal text, so as to not disengage consumers.

This next Lea & Perrins design is a lot simpler, the busy image has been taken away and colour has been added (the proud orange and black colour scheme) The only elements this design has in common with its predecessor is "The original & genuine" and the Lea Perrins signature in the background. This design I feel is far more eye-catching and attractive as an on-the-shelf product.

 

This is the present design for Lea & Perrins Worcestershire sauce. Although slightly clearer, the design is almost identical to the previous - keeping the signature and the recognisable colour scheme.