Repositioning brands

Heineken reacted to competitive pressure & changing consumer tastes by replacing it's locally brewed UK product with a genuine Dutch import. Heineken's branded dispense systems manufacturer asked Lucid Group to help develop designs to communicate the change, including an innovative illumination system.

A series of sketches & foam models were used to develop a distinctive, sculpted form that positions the brand & change to 5% & imported high above competitors on a crowded point of sale.

Achieving the clean form involved challenging moulding design, resolved with complex CAD surface modelling. Induction technology was applied to enable wire free illumination of high-level tap branding.

Appealing to a younger, less price sensitive consumer Heineken's draft beer repositioning increased sales & margins. Lucid has subsequently worked with many other drinks brands.

Adding lasting value to a brand

Yorkshire Tea needed ideas to increase market share during the Summer, when sales of hot beverages slow. Together we developed a strategy including an in pack promotion strategy, designed & delivered by Lucid's team.

Squeezing the last drop of value from a bag of tea using a practical, friendly drip resistant design that a consumer delivered embodied core values. The dishwasher proof design was re-useable, encouraging retention, increased the brand's exposure post sale.

Practical design considerations included tooling specification to deliver 1 million units in 4 weeks, wrapping to suit auto insertion machinery on the teabag packing line.

Lucid Group is accredited to ISO 9001:2000 for design & manufacture & consistently delivers turnkey solution that allow our clients to focus on core business.

Brand engineering

Client teams & branding specialists trust Lucid Group's creative designers & product design engineering team to translate concepts into products that are optimised for production, yet retain & improve critical brand communication features.

Working from ideas, sketches, models or CAD surface data. Our team balances practical manufacturing constraints with brand intent. Experience in electronics, plastics design, castings, fabrication, ceramics, glass, illumination and print enables us to work around problems.

We use skills in sketching, modelling and 3D CAD to communicate potential solutions in ways appropriate for all stakeholders to understand and feedback into.

Working with brands as diverse as Sainsbury's, Guinness, Yorkshire Tea, Coors, Whiskas, Asahi, Pedigree & Heineken our design engineers deliver practical solutions to communicate brand development intent elegantly.