The Award for Design Excellence 2010 was given to EDGE for our contribution to the new and innovative packaging design on Kavli mayonnaise.

The Award for Design Excellence is given by the Norwegian Design Council (NDC), which “...promotes the use of design as a strategic tool for innovation, in order to achieve greater creation of value in Norwegian trade and industry”... and aims to “increase Norwegian businesses' understanding, knowledge and use of design.”

Jury’s verdict: “O. Kavli obtained consumer insight through qualitative and quantitative analyses. The results showed that consumers wanted to see a product where they can squeeze the packaging and determine the thickness of the strip themselves. This formed the basis of a user-led innovation process, which resulted in the launch of new Kavli mayonnaise tubes and flavours. With the new tube, the content is visible, the tube is made of a flexible material and goes back to its original shape after it has been squeezed. The cap provides three strip options.

This is the first time that a cap of this kind has been used in Norway. The cap is patented. The material in the tube meets mayonnaise quality standards. Here we see an operator that has applied itself, studied user requirements and then developed an entirely novel solution.”



We congratulate Kavli with the award and more importantly the successful launch of the product range in Norwegian grocery trade during the autumn of 2009.

The Kavli mayonnaise concept was developed by applying our concept development service CoNCEPTedge. This service is driven by a unique process that creates magic in the interaction between our industrial designers and strategic marketers together with our clients. The results are more attractive concepts at lower risks.

If you want to learn more about our service CoNCEPTedge you can contact Tom Ingvoldstad (email or phone +47 951 42 888), or Morten Sohlman (email or phone +47 970 62 610) for further information.