Cardiff Design Festival

Brief

We’ve created numerous kitchen tools gadgets and utensils over the years this latest range was developed for the John Lewis Partnership, a business renowned for both style and quality, two words that were at the heart of the design brief for this premium range. The challenge was to create an ‘own brand’ range that would compete on style, quality and price in what is a highly competitive market, saturated with numerous inexpensive unbranded products.

Result

This range, launched nationwide and online earlier this year provide the core John Lewis offering in this mid price range, highly competitive arena. Sales have been so strong, that JL have commissioned additional products to further bolster the range.

Solution

The design had to fit comfortably with the JL aesthetic. The designs utilise a combination of materials to achieve a sophisticated feel. A rigid polypropylene core is over moulded with a ‘soft grip’ TPE polymer providing a ‘warm’, ‘soft’ nonslip hand grip area. By exposing part of the core moulding affords the opportunity for both colour and texture variations. The introduction of a pressed stainless steel ferrule creates a well considered junction between the handle and the ‘working end’.