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HOTCAN rebranded by Design Futures

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By The Drum Team, Editorial

February 17, 2012 | 2 min read

HOTCAN, a self-heating canned food product, has undergone a complete rebrand by Sheffield Hallam University's in-house design consultancy, Design Futures.

The HOTCAN brand of tinned food, produced by Heat Food & Drink Ltd, contains a self-contained heating mechanism which is activated by piercing the rim of the can with the provided key and heats the product to eating temperature within about ten minutes.

The rebrand included new product titles, a new strapline and new logo.

John Kirkby, creative director of Design Futures, said: "The old design was quite busy and we wanted to make sure the main message was as prominent as possible. We also wanted to create a sense of character and tone for the range that would appeal to the target audience."

"The previous product titles were very straight forward, so we've used more informal titles wherever possible to demonstrate the fun element of the product.

"For the new logo we kept the wording bold and clear, adding a ‘degree’ symbol to the letter ‘C’ to highlight the self heating element of the product along with the new strapline, ‘No microwave. No kettle. Just HOTCAN’."

Mark Taylor, managing director of Heat Food & Drink Ltd said: "HOTCANs have been produced for over 30 years but in 2010 we took over the product, so it was certainly time to revisit the packaging. We were looking for a distinctive, timeless identity that would really stand out on the shelf and we knew instantly that Design Futures had hit the nail on the head when we saw the proposals.

"We’re really happy with the redesign - it gives the product a really new vibrant image. It's been part of a complete re-vamp for the product, which has also included upgrading the heating mechanism, developing a new range of high quality food and we’ve even reduced prices to make the product more cost-effective for our customers."

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