xtray page 2 - Green Dot Awards

1. Background and contact info about our business:
Vitamin – A Life Less Ordinary Ltd. was set up by Andy and Chris Vernall in September 2005. It launched
with the backing of design consultancy V2 Studios, established by the brothers in 2004. Offering a mixture
of clean, modern designs with an unusual and quirky angle, Vitamin has created a range of products for
the home that are guaranteed to make consumers’ lives a little less ordinary.
Vitamin is launching three collections in September 2008: Urban Creature, Bio Logic and Hex. With Urban
Creature, character is added to everyday household products, Bio Logic creates innovative ideas for
plants and Hex puts stylish geometric pattern into tableware.
With the Bio Logic Collection, all the products provide smart ideas for plants and are here to make your
life easier. Included within the range is the new desktop version of the I.V. plant pot, the original I.V. plant
pot, Tab A, Tab B and X-tray.
Contact Details:
Chris Vernall, Director
The Old Truman Brewery
91 Brick Lane
London E1 6QL
Tel: +44(0)207 092 9191
Fax: +44(0)870 762 0129
Email: chris@vitaminliving.com
2. Detailed Explanation of the entry: X-tray
The playful product of X-tray is a set of five ceramic pots that encourage people to get in touch with their
green fingers. Growing plants is simple and we all know that home-grown herbs taste better and cost less.
Whether you keep it in the garden or use it on a window sill, you can grow basil, mint, coriander and more.
X-tray provides the basis of creating your own mini herb garden and having fresh herbs at your finger tips,
giving a wonderful aroma to your kitchen.
The modular nature of the five pots means that they can be positioned in a variety of ways including an
“X”, “L”, “V” shape or in a straight line. The pots can also be used to grow small plants, flowers or wheatgrass.
The various configurations mean that the pots will fit in corners, on window sills, alcoves, or as table
centre pieces. Several sets of pots can be added together to create one great big green feature, either in
a line or in other configurations. Being made from earthenware makes these pots robust and durable
pieces that will last for a lifetime. The single use of the colour white gives X-tray a timeless look that will
blend into any household.
Height = 10cm x length arranged in row = 56cm. RRP: £49.50
3. How the entry is manufactured and delivered to its consumers
X-tray is slip case from earthenware ceramic, and finished with a white opaque glaze. The overall process
is inexpensive compared to something like injection moulding. Also having no commitment to much larger
orders can result in smaller, limited edition ranges being produced. Earthenware has good weather resistance so can be used inside or out, and is fully watertight after being glazed. The distinctive white body
keeps in line with Vitamin’s range of stylish and timeless products. X-tray is delivered to consumers in a
specially designed cardboard box that cleverly negates the need for bubble wrap for protection in transit
(please see the following page for a photo of this). X-tray is sold through a number of stores including our
online store www.vitaminliving.com
4. How the entry and its function/use maintains excellence in eco-sustainability in an environmentally
friendly and responsible manner.
X-tray promotes the idea of people becoming self-sufficient and growing their own herbs or wheatgrass to
use in everyday cooking. As home grown herbs taste better and cost less, it is a simple and ecosustainable product. It provides the basis of your own mini herb garden and can fit into any corner, windowsill or ledge. It is particularly useful for people with limited space in their homes or don’t have garden
space. The gloss surface is easy to wipe clean with water if dirt gets onto the pieces.
X-tray in ‘X’ shape
X-tray in line
X-tray in ‘V’ formation
X-tray in ‘L’ formation, slightly separated
X-tray packaging- cardboard
separates the pieces in transit