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Epicurean Europe Ltd

 

Background

A small family business, Epicurean Europe Ltd specialises in the supply of melamine and acrylic products to the UK and European retail markets. Epicurean sources its products from all over the world and alongside an extensive range of casual dining, picnic and BBQ ware, the company also supplies kitchenware and barware with many designs commissioned on an exclusive basis.

The challenge

Epicurean had been dealing with the John Lewis Partnership for over 20 years and were delighted when they were asked to be one of John Lewis’s key non-food suppliers as well as supplying into its own-brand range. The opportunity was not to be missed, but for a small business it was an opportunity that also presented some challenges. All Epicurean’s packaging designs had to be completely refreshed. The company not only needed to bring its image in line with Waitrose’s new summer range, it also had to look at reducing its packaging to create a more sustainable overall product.

As Waitrose buyer Juliette Toft explained, “Waitrose takes its environmental responsibility very seriously. We like to source commercial products with a conscience, and Epicurean’s range was no exception. We needed Epicurean to look afresh at its packaging from an environmental perspective, and to make it more retail friendly. We also suggested that this would be a good time to consider reducing the range’s footprint to help us to meet the increasing demand for shelf space in store.”

The response

Waitrose referred Epicurean to Laurel Miller of a.m. associates. One of the country’s top structural packaging specialists, Laurel was not only able to look objectively at the brand and its packaging, but was also able to refer the Hampshire-based company to the European and SEEDA funded project, Design and Innovation for Business Sustainability (DIBS), which is delivered by South East Design. The project then supported two days consultancy to examine Epicurean’s existing packaging, the way in which it was used, and develop a sustainable design that would also make a point of difference in store.

“I had worked with the Waitrose in-house design team before and was delighted when one of their freelance designers, Ruth Tyson suggested I become involved in this project,” said Laurel. “Ruth was bringing together over 200 products to form Waitrose’s Summer Living Range and Epicurean’s lines had to work within that range. Ruth was responsible for the artwork and colour palette, I had to use my expertise to reduce the waste in the packaging whilst also building the brand; creating something that was aesthetically appealing, would flatter the product and look great on the shelf.

“Epicurean’s glasses and picnic ware are visually pleasing and quite tactile. I wanted to create packaging that would allow customers to see as much of each product as possible and where practical, also draw them in to actually feel the quality of the materials used. My finished designs used a series of folds and cut-aways to reveal the product to best effect whilst also requiring the minimum possible material necessary to provide damage protection.”

The outcome

Both Waitrose and Epicurean are delighted by the result.

“When we began this process we were naturally a little apprehensive,” said Epicurean Director, James Fox. “Like any small company we have limited resources and we need to be certain they are used to best effect.

“In fact we have benefitted on several levels. The packaging across the range is terrific but equally important to us is that its structural design belongs to Epicurean. And, due to the fantastic response it has received within the John Lewis Partnership we have decided to roll it out across the rest of our range. That alone adds huge potential to the overall value of the project.

“Laurel’s work is highly creative and her minimalistic designs really allow our products to stand out. She has not only reduced the weight of card required but also sourced a material that can be printed on both sides allowing us much greater flexibility when it comes to artwork design. Environmentally it is a winner, and from a commercial point of view her designs are first rate. We believe this new approach can only help to boost overall sales.

“For a small, specialised enterprise this project has brought us immediate access to a highly sort-after consultant that we would never otherwise have been able to afford. We have new green credentials, a fresh image and we genuinely believe we will increase sales across the range.”

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