Background: 

A local wire basket and trolley manufacturer wanted to expand its product range to include a more versatile, user friendly shopping basket.

 

At the beginning of the project, customers were observed shopping with existing wire baskets to understand how they were being used. In addition, grocery chain marketing managers were consulted to understand potential branding opportunities associated with the new shopping basket.

 

Problems and opportunities:

1. The existing wire frame basket did not facilitate effective supermarket branding.

 

2. Wire handles tended to be a source of inconvenience for shoppers as they would not stay in place when the basket was set down.

 

3. The handles also became uncomfortable as the weight of items inside the basket increased. 

 

Key question:

How can supermarkets promote their brands while providing a more convenient shopping experience for their customers? 

 

Final proposal included:

1. Moulded, plastic basket featuring a distinctive profile- providing 

supermarkets with flexible branding options.

 

2. Profile featuring handle "stops" which kept handles in upright position when basket was set down. 

 

3. Wider, more comfortable handles.

 

Additional notes:

The final basket design was adapted by supermarket chain New World in its 2010 "cleverbaskets" advertising campaign. One of many "cleverbaskets" ads can be seen in the link below. 

 

The basket can also be seen in NZ hip hop artist P Money's music video "Everything" (link also below).