Up Your Street
In response to a brief set by The Grocer magazine to revive the cottage cheese market, we drew inspiration from the idea of a street of cottages needing to be renewed and revitalised.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Up Your Street is a brand idea created to reinvent and reinvigorate the ailing cottage cheese category. The concept is built around the notion of moving cottage cheese on from the safety and comfort of its old 'cottage' to live in more exciting and exotic homes. In doing so the product itself is reinvigorated and re-presented in new and interesting flavour combinations. The house-shaped Tetra Pak format brings this concept to life in-store, creating a 'street' on shelf and invites possibilities for new variants, sizes & limited editions. Two thoughts to this end are the Haunted House for Halloween and The Love Shack for Valentine's Day!
OPERATION / FLOW / INTERACTION:
The consumer is encouraged to engage with all sides of the 'house' design and Tetra Pak format, as well as the 'street' SRP instore. The tear off strip and wooden spoon allow the user to interact in a quick and easy way that makes eating cottage cheese more accessible and fun.
PROJECT DURATION AND LOCATION:
The project started in August 2011 and has been ongoing to date.
FITS BEST INTO CATEGORY:
PRODUCTION / REALIZATION TECHNOLOGY:
This is a concept design but the intended materials would be Tetra Pak cartons in individual small 200-300g formats with a tear off strip to open and a wooden spoon attached to the side to eat.
The limited edition offers would be slightly bigger in size either by height or width and could explore/ utilise other materials and formats other than the Tetra to suit that Limited Edition 'house' idea and further build brand engagement.
SPECIFICATIONS / TECHNICAL PROPERTIES:
The standard sizes for the core flavours would be small Tetra Pak cartons holding 200- 300g of product. The limited editions sizes would be bigger up to 600g.
Cottage cheese, Up Your Street, Springetts, The Grocer magazine, Tetra Pak, houses, flavours
The concepts did not undergo any qualitative research testing.
To create a brand idea that allowed consumers to re-appraise the ailing cottage cheese category in a distinctive and engaging way. To move the current perception of cottage cheese on from being a healthy bland product used only by dieters and body builders to one that is versatile and exciting with innovative flavours and formats.
TEAM MEMBERS (2) :
Designer: Kelly Bennett and Creative Director: Moyra Casey
Springetts Brand Design Consultants, 2012.