Align
Align is a measuring jug redesigned for Joseph Joseph, solving a problem every kitchen has lived with: reading a measurement means bending down to eye level. Align lets you read it from above, as you pour.
What we were asked.
Measuring jugs are a kitchen staple, but they're not user friendly. Reading the scale means crouching to check the line. The brief was to fix that.
What we answered.
The problem wasn't the scale, it was the angle. Tilt the vessel itself and the measurement becomes visible from a natural standing position, without changing how the jug is held or poured.
An angled jug with the measurement lines set on the inside face, calibrated to the millimetre for accuracy at every level. A 50ml mini jug for oils and small liquids nests into the handle of the main jug, so the two store as one. Two tools, no added clutter.
Multiple iterations to find the angle that solved the reading problem without compromising pour control or stability. Every measurement line was set and checked for millimetre accuracy. The mini jug's fit into the handle was refined until it clipped in as one clean form, not an add-on.
Removes the bend, the guesswork and the squint. You read the measurement as you pour, at eye level, first time. The nested mini jug keeps oils and small liquids to hand without a second item taking up cupboard space.
Element Studio consistently delivered designs that were both visually appealing and functional. They brought a fresh perspective across multiple product categories, and I highly recommend them
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