Simplex

Simplex Kettles have been produced since 1903 and have earned a special place in the hearts of tea drinkers around the world. The iconic slightly pink toned copper immediately sets this kettle apart and therefore creates its own unique story. All Saints were approached with a specific brief to provide a new brand identity across everything produced by Simplex from the logo, packaging and printed literature, whilst retaining the integrity and heritage of the simplex name. The first of many challenges was to create a logo that would appear fresh and modern, but feel like it wore its past. We then worked on updating the Simplex crest, ensuring the final outline, like the logo, could have a decent amount of copper foil applied when printed. The idea was to reflect the kettle’s metal in the branding; and after much deliberation we chose the famous pink tinged copper foil. Having started with the best selling copper kettle, we applied the same design diligence to the rest of the Simplex range of kettles which included chrome and silver – for which we applied similar foil treatments across all printed materials. In fact when we produced the range of boxes to house the kettles, choosing printed sleeves to wrap around the boxes, became a handy device to differentiate the kettles according to their individual foil colour. As a result of Simplex’s global reputation, we also produced a bespoke trade stand for The International Home and Housewares Show held every year in Chicago. We took this opportunity to unveil the new branding across the Simplex range, by commissioning the construction of a trade stand with a custom made crest running the entire length of the back panel, complete with integral shelving, podium stands, all lit with a series of hidden spotlights.