Branding: Design choice - Tin can

You can buy baked beans in two formats: in the new-fangled, ring-pull can or the good ol' fashioned grab-yourself-a-twiddly-bit-can-opener, can. Now we all know the latter has its faults. Even the best electric-powered wall-mounted can-opener leaves the lid still attached by two spindly pieces of metal. Things get worse if you use the scissor-action rotating butterfly contraption. And positively diabolical if you attempt to use a Swiss army knife.

Napoleon once remarked, "An army marches on its stomach". The Emperor offered 12,000 francs to anyone who could devise a way to preserve food for his beloved army. It's hard to imagine anything more sphincter-tightening than an army of Frenchmen bearing down on you reeking of champignons a la Greque. The award was won by Nicholas Appert, who didn't put his food in cans at all, but bottles. The British army responded by commissioning Peter Durand to develop 'a cylindrical canister fashioned out of tin plate to prevent corrosion': the world's first tin can.

Over the years, the design has been modified to incorporate a ring-pull. I still prefer the ceremony of using a can-opener. It's also why I prefer corks to screw-tops. It's the slight imperfections in a design that gives it character. That said, the original can-opening instructions go beyond the characterful - they instruct the user to utilise a chisel and hammer.

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