PI Creates a New Sustainable Packaging Format for Kraft Kenco to Enhance Value

pi were briefed by Kraft to drive superior brand value via a new, more sustainable structural packaging format for Kenco pure soluble.

25 April 2012 --- A brand with a heritage dating back to 1923, Kenco is a brand of pure soluble coffee and roast and ground coffee distributed by Kraft Foods in the UK.

Kenco are committed to the environment and fair-trade with their farmers. The beans for the soluble range have been sourced from the Rainforest Alliance certified farms and today, 100% of their beans are sustainably sourced.

pi were briefed by Kraft to drive superior brand value via a new, more sustainable structural packaging format for Kenco pure soluble. Key requirements were that core brand equities and values were strengthened through this work, that premium and contemporary communication was enhanced and that an ownable pack was created with both improved shelf standout and strong consumer appeal.

pi’s work programme established a clear sustainability context and roadmap for the project from the outset with extensive consumer testing used to explore usage parameters and elicit important insights to help inform ultimate concept route selection.

An iconic jar and closure design was created which built on current structural equities of the Kenco brand, taking the strongest elements such as the corner chamfers of the existing jar and ‘regal’ closure and reinterpreting them for a more modern appeal. The simple elegant form integrates the closure and jar together using flowing chamfers, which creates a contemporary and approachable feminine aesthetic.

The jar and cap were detailed in 3D within a robust technical framework which optimized it for manufacture, palletisation and production line requirements – with glass weight reduced by 28g. Jar proportions have been altered to substantially improve the label size, size impression and shelf standout. pi’s ranging strategy was developed to create a visual link between primary pack and refill to assist consumer understanding of usage.

Marie-Therese Cassidy, Global Creative Director, ‘This new iconic structure marks a significant step forward for the brand. We have created a contemporary vision with longevity, which reinforces Kenco as the most forward thinking instant coffee brand in the market’