Brands aluminium
Brand's Sustainable aluminium bottle
Sustainable concept looking how brands can tackle climate change & waste.
Agency : WKD Studios
Challenge
Challenge
Brand's already have an 'iconic' glass bottle.
The challenge was to look at the current pack and not only design sustainably, looking at the whole lifecycle of sustainability, but also add functional benefit as well as open up occasions for Brand's to penetrate other opportunity areas.
Value
We have added value by not only premiumising the overall look and feel of the brand but have taken the aesthetics closer to health and wellbeing. This opens up occasions for children to take this to school where previously glass bottles were incapable of penetrating.
We had the consumer insight that chicken essence around Asia were consumed differently. Some liked to drink it hot and some like it cold. With this concept we are able to tailor it for both consumers, chilling quickly or being warmed up quickly. The use of thermochromatic ink can elevate this concept to a new proposition both in-house and in store.
The pack has been reduce at least 70% in weight compared to current, saving on shipping and lowering Brand's carbon footprint. This could be the first step for Brand's to own their own aluminium recycling campaign (using waste aluminium to create this pack) meaning they have a cradle to grave story. This will also help local communities who collect and recycle waste aluminium.
Using recycled aluminium, we are able to cut down 90% of the energy used (vs virgin aluminium) therefore, for future the sustainability vision of Brand's, the amount of energy to product and to transport will be significantly lower.
This also gives us the opportunity to eliminate of the outer individual packaging in convenience stores and protect the chicken essence from uv degradation.
For future thinking, hampers and the way gifting can be re thought by creating functional 'hampers' that people will reuse.
A xmas 2019 campaign POS has been considered for the 2019 campaign to see how the product can be simple elevated, targeting different festivities.
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