The Story

HOW DO WE CREATE MORE CONSUMER CONVICTION FOR CALPHALON?

The Challenge

Calphalon grew to be a multi-million dollar brand in response to retail demands for proprietary products. Over time, the portfolio lacked cohesion; retailers and customers alike were confused about the benefits of the different product lines. Calphalon asked us to help them strengthen the core brand and make all products and packaging more meaningful.


The Solution

PROVIDE STRUCTURE FOR THE BRAND AND THE PACKAGING DESIGN. We took a deep dive into Calphalon – segmentation studies, sales figures, retail schematics – and developed a brand positioning that more closely and genuinely connects to our consumers. This ‘Cooks Love Calphalon’ positioning drove all development: from a brand architecture that organized all product lines by consumer need state, to a packaging design system that allowed each product line to more easily deliver against those need states. The new look of Calphalon created a stronger billboard effect on shelf and aided in comparison shopping.

Deliverables

  • Brand Strategy
  • Brand Architecture
  • Naming
  • Consumer Research
  • Packaging Design
  • Brand Guidelines
  • Retail Strategy
  • Trade Communications
  • Website & Social Media Design