FLB gives Kenwood kettle box eco-friendly feel

by Jacquie Bowser, Brand Republic 11-Oct-08, 10:55

LONDON - Branding consultancy FLB has created new eco-friendly packaging for the EnergySense kettle from kitchen appliance company Kenwood.

The kettle, which is aimed at eco-aware consumers, uses up to 35% less energy than standard kettles.

It comes packaged in a recycled cardboard box, which features branding that underlines the product's green credentials.

The detail on the pack explains EnergySense's environmental benefits, such as its one-cup measurement system.

Jane Perry, marketing manager at Kenwood said: "With this product, we wanted to appeal especially to a younger audience who are concerned with energy efficiency yet don't want to sacrifice style for the environmental benefit.

"FLB's packaging complements this brief, and reinforces the 'green' credentials at point of purchase. It's spot-on for the brand positioning."

The launch of EnergySense ties in with Kenwood's strategy to be one of the first kitchen appliance brands to focus on eco-influenced new product development.

Colin Mechan, executive creative director at FLB, said: "It was important that our pack design made the environmental message prominent, so part of the brief was to move away from Kenwood's core range packaging template.

"Using recycled materials and a simple, functional font style helps reinforce the brand's values and will appeal to environmentally-aware consumers at point of sale."

Energy Sense is on sale in the UK at John Lewis, Argos, Debenhams, Comet and Robert Dyas.