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Supplying branded products to a variety of trade channels, WL Ltd has a turnover of circa £20 million and is one of Europe’s leading kitchen goods manufacturers.

In June 2003 Rodd was appointed by William Levene to revitalize the Culinare brand via a contemporary re-design of a range of consumer products.

William Levene needed the initial range in store by February 04, giving Rodd just 3 months to design, develop and engineer thirteen products to supply the far eastern tool makers with data by September 03.

William Levene wished to evolve and modernize their current range of ‘Culinare’ food preparation tools and gadgets to create a unified product range and a co-ordinated brand language. They sought a brand language with a contemporary feel whilst building upon their core brand values and heritage.  

We not only achieved the development of a new 3D brand language but also created innovative new products to enhance the range. Innovations included a Lemon Zester – incorporating a thin gauge Sur-Form blade resulting in superior ‘zest’; a comfortable to hold twin wheel Pizza Cutter where one wheel follows the other ‘in line’ eliminating wheel wobble to gives a straighter cut . And a garlic press with a removable spoon, which apart from being much easier for the user to clean, ensures that all the garlic and juices make it into the sauce rather being left behind for the user to scrape out of traditional garlic crushers.

Whilst simple and stylish, these innovations combined with a strong brand language make the products easier to use for consumers. Focused marketing across all levels of in-store buyers to the end customers is enhanced due to the product ‘stand-out’ factor and gains a competitive edge for William Levene in an already crowded market place.