01 Mood Board and Colour Palette Key Focus Points
Environments
Outdoors, celebrations, gatherings, activities
Picnic, beach, camping, hiking, backyard
Brand Colour Palette
02 Research and Brainstorming Australian Celebrations
Problems Experienced
- Australia day: BBQs with family and friends. Meet-ups, fireworks and a celebration of Australia’s greatness
- Hot climate (melts spread)
- Easter
- Difficulty sharing food
- Anzac Day (remembrance day)
- Sand/leaves in surrounding food
- Mother’s Day (cooler season)
- Lack of picnic blanket
- Bank holidays
- Finding good recipes
- Picnic Day (cooler season)
- Spread making a mess (knife)
- Father’s Day
- Dirty floor/surroundings
- Flies
- Halloween (hottest season)
Provides recipe examples
Fun interaction User experience focus
Stands to side of tub Sticks into cheese
Cheese fondue
Picnic food labels Recipe diary
Bug repellent fan Spread knife (keep off ground) Standing spoons
Food cover tents
Consuming Food
Prevent double dipping
Pop-up/flat-pack
- Christmas (hottest season)
Elasticated
User Observation and Testing Involved asking the user group which products they would find useful that will encourage them to spend time outside, whilst promoting the Philadelphia cream cheese brand. Observational study to analyse how the user interacts with the Philadelphia cheese; to gain inspiration for initial concepts and ideas.
Lazy Suzan turntable
Serving platter Fancy serving stand
Inner foil lining to keep cool
Prevent mix of cutlery
Sharing platter
Multiple cheese serve platter
Wraps around tub
Black Lives Matter
Mini cool mat Graphics showing recipes Stylish, fashionable for women
Freezer bag
Silver foil lining
Covid-19
Current Themes
Pride month Flat-pack
Fashion statement Sustainability
Compostable materials
Biodegradable materials Plant kit Use of natural wood
Materials Educational inspired to cook
Seeded paper (plant and grow)
Recycled and recyclable materials i.e. rPET
Grow plants specific to recipes
03 Australia Day / Philadelphia Fondue Key Points - An evening celebration involving fireworks, bonfires and BBQs. - Promotional gift available when customers buy multiple Philadelphia cheese tubs. - The promotional gift is completely manufactured from recyclable and recycled materials to ensure it is sustainable. - Product can be compacted down for easier transportation. - Encourages a sociable, outdoor activity of sharing with friends or family - perfect for Australia day celebrations. - Consumers are inspired to use Philadelphia cheese for unique and different recipes e.g. cheese sauce. - Can be used both indoors and outdoors as base can be added for stability and to shield from wind. - Two colours available for the wind shield.
Recycled wooden handle
Recycled aluminium
Embossed logo
Flat-pack supports that slot together made from recycled wood
Recycled aluminium
04 Beach Season / Chilled Snack Box Key Points - For multiple purchases of Philadelphia cream cheese tubs, one free chilled snack box. - Consumers can store one Philadelphia cream cheese tub and snacks in a box kept cool with the freezable cooler block. - Choose from multiple colour combinations (match to consumers preference). - The promotional gift is predominantly manufactured from recyclable and recycled materials to ensure it is sustainable. - Reduces plastic waste as this will be used as an alternative for storage of food. - Snack boxes can be collected and stacked together for storage. - The simplicity of the product encourages consumers to travel and go outdoors. - Easy and quick collection of snacks for outdoor activities with family or friends.
FSC wood or reclaimed wood with rPET seal
Recycled aluminium spreaders
Freezable rPET cooler block
rPET bowl to hold Philadelphia cheese tub
Internal lip to secure the bowl holding Philadelphia tub
rPET tub for storing snacks i.e. crackers and carrots Extruded base to stack snack boxes collected
05 Mother’s Day / Serving Platter Key Points - For multiple purchases of Philadelphia cream cheese tubs, the consumer is given one free serving platter. - A more fancy, formal promotional gift for classy occasions. - Cooler block has two sides where the consumer can decide which layout would be more suited to the food. - The promotional gift is manufactured from recycled or reclaimed material to support a sustainable lifestyle. - Lazy susan element ensures that everyone can access the food served on the platter. - Product is a statement - very elegant and a good talking point. - Multi-use as food can be protected from flies and dirt before serving to the guests.
01 Prior to serving food, the cool block is frozen to keep the food cold and fresh.
02 Clear lid covers the food at the event until ready to eat.
Recycled aluminium or rPET for lazy susan with embossed logo
Clear rPET protective cover
Freezable rPET cooler block with Philadelphia tub holder Underside is flat to support different foods
Indent to support clear, rPET cover FSC wood or reclaimed wood
03 The clear cover is used to raise the platter and can rotate so everyone can easily access the food.
06 National Picnic Day / Food Diary and Labels Key Points - One free food diary for two tubs of Philadelphia purchased. - Inspires consumer to try different recipes and methods of cooking with Philadelphia cream cheese. - Promotes Philadelphia as a brand through the use of branded food labels; usable at larger events. - The promotional gift is biodegradable and manufactured from recycled materials, such to remain sustainable. - Once used, the labels are planted to grow relevant herbs and plants used in the recipes. - Consumers can add their own recipes (personalisation). - A good talking point with friends when sharing recipes and home grown ingredients, promoting the Philadelphia brand.
rPET ring binders
01 User can find a recipe in the book using Philadelphia cheese as an ingredient. There is also the option to write your own recipe to remember in the book.
02 Corresponding food labels are torn out from the recipe book and clipped into the food label holders. Labels can also specify dietary requirements e.g. gluten free.
Card pocket for pins enclosed in book
Recycled wood cover
rPET food label holders
Seeded paper (herbs) party food labels
03 Once used, food labels are burried to grow herbs as they are made from seeded paper. The food label holders are reused.
07 Spring / Herb Growing Kit Key Points - One free herb growing kit for every Philadelphia cream cheese purchased. - Consumer can choose from multiple ingredients options such as parsley, chives, rosemary and sage (match to their preference). - The promotional gift is completely biodegradable, encouraging users to live a more sustainable lifestyle. - Home growing herbs also reduces waste as the user does not have to buy herbs individually at the supermarket. - Ingredients grown can be used for cooking, particularly with recipes shown on the Philadelphia cream cheese website. - Encourages outdoor activity e.g. gardening. - A good talking point with friends when sharing your home grown ingredients.
01 Seeded paper, soil and water are mixed in a compostable pot, then placed into the original, empty Philadelphia tub to grow.
Dehydrated soil for growth medium
Seeded paper contains herb seeds specific to Philadelphia recipes and are ready to plant
Compostable plant pot to sit within the used Philadelphia container
02 Herbs grow with time. Once ready, user can use the herbs for new recipes.
08 Christmas and New Year / Chiller Mat Key Points - Consumers collect their chiller mat when they spend over ÂŁ10.00 on Philadelphia cream cheese. - The promotional gift is manufactured from recycled materials which ensures the product is more eco friendly. - Product avoids food waste as the mat is frozen before use and keeps the food inside the pockets fresh during transportation and consumption. - Easy storage as the flexible material can be flat-packed when not in use. It also folds into a bag for transportation of the food. - The chiller mat is a talking point at social events as it opens-out quite large and can be used with a range of food products. - The product is suitable for the hot climate in Australia and is functional in a range of environments such as the beach, hiking trips and picnics at the park.
01 Removes chiller mat from freezer and packs pockets with food.
02 User opens out chill mat on the beach. The reverse side can be used keep the food cold. The pockets have enough space for two Philadelphia tubs and snacks.
Recycled polyester which is easily cleaned
Freezable liquid within, to keep the food contained cold
Velcro
Aluminium foil for insulation