The use and implementation of product guard rails for Calphalon Cutlery, from Newell Rubbermaid, and the benefits around the consumer experience.
The existing collections of Calphalon cutlery were designed to be channel specific and not as a cohesive cutlery line that fully represents the brand. Different price points present unique challenges and allow for certain features and materials to be offered as the price point escalates. The question becomes: how can Calphalon create a new cutlery line, at the opening price point, while incorporating the current visual brand language and lay out guardrails for all future cutlery collections at all price points.
Using our Guardrail process, we analyzed the current Calphalon collections, identified competitors and opportunities, as well as created guardrails, not only for the new collection being created, but for all future cutlery. These guardrails identified key development areas such as deign elements, material choices, and manufacturing methods. This allows for a more stream lined development process and incorporates a larger brand vision.
Calphalon delivered a new Classic Cutlery line that elevates the user experience through enhanced design and ergonomics. Careful attention was paid to the balance of the knife, the feel of the handle, and a design that promotes proper usage and safety. A new feature that was expanded to all cutlery lines was a new self-sharpening system incorporated into the block. Every time a knife is taken in or out, this sharpening feature goes to work.
In addition to a great new cutlery line for consumers, Calphalon has the guardrails in place for the future to develop the right product quicker, and with a cohesive brand image and experience.
Launch Product Design
Innovation is not creativity, design or technology in isolation. It doesn't require the ability to predict the future. It’s born from a very logical and holistic approach.
There are some great examples where individuals or companies have developed trailblazing new technologies that have revolutionized industries. However, development on this scale requires big budgets, patience, and acceptance of a high rate of failure. The risks are as great as the rewards.
A more purposeful approach is to focus on delivering an experience. By combining existing technologies and innovations in a meaningful way, a new experience can be created.
Digital Video Recorders (DVRs) are a great example of this. The recording technology it utilizes far preceded the DVR invention. However, it arguably changed the way we watch television forever. There are many more similar examples.
At Launch, we focus on understanding your business and the experience that your brand strives to deliver. Our approach goes beyond the form solution of a single product. Instead, we seek to develop the opportunities that surround that product, and its relationship to your holistic brand experience.
We have the tools to seek out the experiences that your consumers crave, establish guardrails on how to deliver that experience and a Connect To Develop model that links your strategy to existing technologies. Our experience and processes are designed to deliver product experiences quickly and with less risk.