Reynolds

RETHINKING AN EVERYDAY EXPERIENCE TO DRIVE BRAND LOVE


Innovation
Insights, Innovation, Structure, Engineering


Background
The Reynolds Kitchens® brand was looking to reintroduce plastic wrap to round out their portfolio, but over the years, consumers had grown frustrated with the hassle of plastic wrap and many avoided using it at all costs.

Challenge
Reinvent the experience of a household staple and enable consumers to easily dispense, cut, and handle plastic wrap — to keep it in their kitchens for years to come.

Outcome
The new package delivers a clean cut and keeps the wrap from clinging to itself as it’s unrolled. The intuitive and innovative functionality quickly set Reynolds Kitchens® plastic wrap apart from competition, garnering 5-star reviews online. 

The Reynolds Kitchens® team was able to file both design and utility patents on the new package, protecting a category-shifting innovation.

 
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