Case Studies Housewares | Frieling USA
Positioning a brand as the choice for quality in commercial and consumer markets
Frieling USA asked L&A to help increase sales of their best-selling line of French presses. The brand is well known by retailers and the world’s best hotels and restaurants, but the packaging no longer distinguished Frieling from lower-quality competition in an increasingly crowded category.
- Update the existing 12-year-old package design to distinguish the Frieling French Press from lower-quality competitors, while not alienating the existing customer base or making the product appear to be a luxury item.
- Educate the customer on the features and benefits of the design and construction of the Frieling French Press.
- Create a system that provides support for the in-house design team to consistently extend the line of packaging over time.
We prepared a creative brief that identified marketplace challenges, Frieling’s competition in this category, brand attributes and customer profiles to guide all decision-making.
We engaged Tiffany Butler of Whole Brain Creative to convey, with our creative direction, Frieling’s voice and key messages while clarifying product features, benefits and proper use and care.
We developed a fresh, clean and sophisticated package design that focuses on Frieling’s quality while not looking ‘expensive.’
We art-directed Frieling’s in-house photographer to develop a new photo style that is extensible to future marketing campaigns.
Packaging A new comprehensive packaging system supports the Frieling in-house team to extend our design to future packaging and retail displays.
Color An updated color palette includes a deep brown, symbolic of the coffee and tea category, combined with a bright turquoise that provides a visual bridge to the brand’s previous royal blue.
Copy L&A’s Copy Toolkit provides a means for the Frieling marketing team to clearly communicate product features, benefits and instructions while keeping voice, key messages and copy consistent across all media.
The Frieling French Press now stands out strongly on retail shelves and clearly communicates the special features of the product line in this crowded category. The in-house team has the tools to maintain consistent messaging and packaging now and well into the future.
Frieling USA is a brand leader and importer of high-end beverage, cookware and bakeware tools enjoyed by home cooks and high-end hospitality staff around the world.
Packaging Design + Prototyping