Parker Williams creates new identity for Alfille Innovations

by Julia Pearlman, Brand Republic 25-Jan-06, 08:10

LONDON – Parker Williams has created the identity and packaging for Alfille Innovations in time for the launch of the ButterWizard, a portable, temperature-controlled butter dish.

Creative household products company Alfille Innovations, founded by David Alfille in 2003, is launching what it claims is the world's first fully portable, temperature-controlled butter dish.

The West London-based design agency was chosen without a pitch and solely on its credentials. The identity was created around the idea of temperature control. Three dots in graduations of blue represent the variations in temperature that the product offers.

The typeface has been designed to be simplistic and is placed inside a fingerprint holding shape.

Alfille said: "I believe the new Alfille brand identity and packaging capture perfectly the contemporary style and professionalism of our new brand."

The product sits on a small recharging station that when plugged into a power point keeps the battery charged. It will keep butter at a preferred temperature for up to two hours when it is not attached to the main power supply.

The ButterWizard can hold any type of 250g block butter and can heat or cool to the customer's choice for easy spreading. It can be bought in selected Debenhams stores, John Lewis, Fenwicks and Hoopers for the recommended retail price of £34.75.

Alfille, the company's founder, has a background in ice cream and ice cream equipment.

The company is currently in the process of developing more household innovations.

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