International design and innovation consultancy Webb deVlam has ventured into new terrain with its work for Westland Horticulture, designing a revolutionary lawn care system. As its name suggests, Westland’s Even-Flo helps users to achieve a much better lawn by spreading its excellent lawn care products accurately using the convenient packaging.
Webb deVlam devised an inter-changeable handle with an integrated spreading chute that latches onto the lightweight canister and then flips open to deliver a smooth and even flow of granules onto the lawn. It employs a dispersing ball device within the nozzle to achieve the perfect even spread of product. The handle is detachable, enabling it to be used with any of the 3 Aftercut lawn care products; when empty it is simply and easily replaced with any of the recyclable refill packs.
Tim Corvin led the project for Webb deVlam. He explained, ‘There are established cues in the gardening maintenance sector, which cross reference with the DIY market. We used our unique consumer insight techniques to gain a clear understanding of how we could improve the experience and effectiveness of how products in this sector are viewed and used. The key was to encourage and build confidence in using lawn treatments and eliminate some of the worries of inexperienced gardeners. Our design team identified and solved the users’ concerns about applying too much or too little by creating the accurate spreader handle.’
Westland set a focussed design brief:
The pack should be easy to use, eliminating measuring and mess whilst delivering the granules onto the lawn with precision. It should communicate the benefits of treating the lawn to inspire and encourage use. The different products should be able to quickly and easily slot into the delivery system, ready for immediate use.
Adam Long, Brand Manager for Lawncare at Westland said “The development of the Even-Flo spreader follows months of extensive research, development and testing by Webb deVlam – they really immersed themselves in the project and lead it from a design perspective – to ensure we achieved the perfect, even spread across the lawn. We chose them given their track record, experience, and expertise in product design and development. Their designers really think around a problem to find a solution and it shows in the functionality of a re-usable hand held spreader that works with any of our Aftercut range. Here you have the ultimate garden gadget that delivers great results for your lawn”.
Slice Design was tasked with creating the new name and brand identity to communicate the superior delivery system of the new re-usable spreader.
Webb deVlam drew on its experience working in the DIY sector to design the intuitive and ergonomic system. The pack communicates Westland’s expertise, and its distinctive shelf presence will capture attention, guaranteeing that the brand resonates with the target consumer.
With 20 million lawns in the UK alone, there is a significant market for Westland’s Even-Flo range. The new product, with its distinctive pack format and re-usable spreader handle should give Westland significant competitive advantage and build strong consumer confidence in Westland.
Westland’s Even-Flo system will be launched in major gardening stores, grocery, and DIY retailers in January 2013.