Elmwood was tasked with creating an emotional connection with consumers and the new packs include the strapline ‘At the heart of your home’. In addition, the packaging incorporates the “sensory moments we all savour such as a stack of freshly laundered shirts or butter melting on toast”.
Elmwood Group services director Simon Preece said: “It became clear there was little emotional engagement in this category and there was a huge opportunity to drive an emotional rather than functional connection. Taking these insights, we facilitated a brand articulation workshop that defined the company’s authentic attitude and focused on Russell Hobbs being at ‘the heart of the home’.”
Russell Hobbs European brand manager Matt Rowling said: “The kitchen is an emotional place – it’s the heart of the home. No longer a purely functional space, it’s an important part of everyday life, practically and emotionally.
“Our products connect with people at the most important times of the day and we’re immensely proud to play an integral part of so many people’s lives, capturing emotional moments and bringing them to life starting with our eye-catching packaging design. It’s about bringing a sense of lifestyle to the small domestic appliance category.”
Preece added: “The recession-weary consumer has become even more house proud and continues to invest in their home and uses their kitchen more and more rather than endless expensive meals out.”