Strategy, positioning, and brand development to bring a new product to market
As food blogs and foodstagrams have risen in popularity, the relationship between traditional cooks and their cookware has changed. In recognition of this, the client approached us, asking for a strategic approach to positioning, packaging, logo development, and a go-to-market plan to get their products (Small Kitchen Appliances) bought in at Macy’s.
We performed an in-depth analysis of how internet food culture has influenced the ways in which we cook and how it affects buying patterns of SKAs. After identifying three key consumer groups, we discovered that independent of any demographic, consumers want easy, functional products that connect to an emotional place and enable them to live an aspirational, healthy life.
We created a brand that met every consumer need from price to design to capture the attention, admiration, and loyalty of shoppers at Macy’s. Simplistic, straightforward, and modern, every design touchpoint spoke to evolved kitchen traditions, enticing consumers to create connections through an updated cookware brand positioned to serve their evolving needs.