Hefty Brand

Challenge:

Acknowledging the success of semi-disposable food storage containers, Hefty brand management believed the lowly disposable plate could do more. Pactiv came to laga | One80 Design for plate concepts that would raise performance standards in the category. They wanted utility that would command a premium price with very low incremental production cost.

Approach:

We proposed a wide range of designs showing how two plates could work together to provide meaningful benefits. In the chosen design, two identical plates interlock to become a container. One product has multiple uses, providing more convenience and flexibility.

Results:

Serve 'n Store Tableware is available at Wal-Mart in several configurations for both everyday and party use. Now, leftovers go straight from plate to storage with no mess and easy reheating. And they look great, too.

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Preliminary Concept

Structural Database

Product Detail