It is a great pleasure and honor as a design house to be able to work for iconic brands, in such a case great importance lies to work within the boundaries of the tradition and heritage of the brand in question. When Le Creuset approached us for the design of a new wine accessory this was the first thought which crossed our minds. The originally French company famous for their cast iron kitchenware was founded in 1925 and still is one of the strongest and most recognizable brands in the industry.

Le Creuset added a wine category in the early 90’s to the product range by acquiring a company specializing in these products; gradually the branding of Le Creuset was applied to all items. The main challenge for Studio Mango lay in adding the strong brand identity of Le Creuset in an aerator; a small device intended to bring wine into contact with oxygen to improve quality and flavor. Additionally a patented feature from Ideas of Denmark had to be used for the aeration function.

In a market in which quite a few aerators already existed we did not want to rely fully on the strong brand name of Le Creuset and had the intention of adding functionality as well. After some research and discussions the best option for this seemed to add the function of bottle stopper within the product to enable maintaining the quality of the wine when it is stored. The added challenge for this feature was that the bottle still had to fit in doors of refrigerators so the aerator had to become very short but still function properly when aerating the wine.

For the branding quite a few features of Le Creuset stand out, but using the famous colors was not an option for the aerator since stainless steel had to be used so what remained were the more tangible aspects of the iconic products of the brand. Our choice fell for the well known 3 rings of the cast iron “cocottes” / French oven pan lids; these were integrated in several concept designs. The choice finally fell for integrating them into the inside of the pourer; creating a nice visual when the wine cascades over the rings of the brand linking it directly with the end product: a great glass of wine.

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