Visual Design & Art Direction | Meyer Cookware
I joined Meyer to help revitalize a startup cookware brand in need of some TLC in order to win on DTC.
I helped lead the evolution of our brand positioning, core messaging, and visual identity to disrupt in a saturated category.
This resulted in a fresher, modernized look-and-feel to better resonate with (and inspire) our audience. This brand glow-up was applied across channels including web, social, paid media, email – and beyond.
BRAND STRATEGY & POSITIONING • CONTENT ARCHITECTURE • CROSS-FUNCTIONAL LEADERSHIP & COLLABORATION
CREATIVE DIRECTION • DESIGN DEVELOPMENT
Our evolved brand positioning statement tells a compelling story about both the functional utility of the products derived from human-centered design and the emotional space of home cooks while using the cookware.
Clever cookware, happy cooking is…
Practical but design-savvy
High quality and function but accessible
Playful but mature (time-tested)
Stand-out but approachable
THE BRANDING
ART DIRECTION
To achieve a compelling, scroll-stopping visual ID, our goals were to make the following refinements:
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We brightened up the visual system with softer, neutral background tones and less harsh, overly-saturated palettes. These elements complement the rich, bold and edgy color palette, product, and packaging.
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We doubled down on fire orange to build brand equity and recognition. Now, the other heavy tones in the palette are only used as accents for intentional pops of color.
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With such a distinctly different visual look (helllllo stacking, and sleek, matte black materials), our product is accentuated best a more minimalist look and environment. Think: bright, minimalist countertops, table settings, and kitchen environments.
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Inspired by and designed for home cooks means we need more relatable lifestyle photography. More real, imperfect moments, less overly-stylized, curated, glam shots.
WEBSITE
The results: YoY (‘24 vs. ‘23)
+171% conversion rate
+223% DTC revenue
+260% in orders
With low conversion and high drop-off on our homepage and PDPs, I needed to rethink our web experience to tell a more clear and compelling brand story, reinforce our (product’s) value proposition, and improve the user experience site-wide.
Content Strategy:
Emphasize key value propositions
Reinforce product differentiators: more clear, concise, and compelling
Improve user experience site-wide – checkout flow, mobile-optimization, site speed
Establish more credibility through social proof, reviews, press hits and celebrity partnership/s
Thoughtfully tell our brand story
