The Cookworks brand has been given a new ‘inspirational’ look that is equally at home online, on product and on shelf.

With a strong equity amoung customers, the new branding and packaging needed to follow a clear strategy that would allow the brand to effectively communicate the existing straight forward, ‘up to the job’ product values, while at the same time become display worthy and aspirational.

Aware that the application of the brand was firstly on product, online and then on shelf, the Cookworks brand needed a simple approach but we also wanted a design to ‘look the part’ and compete as a brand to inspire.

We captured the core product values communicating both fit for purpose and friendliness through an interlinked rounded logotype and a symbolic “s” to form the steam icon. An adaptable logo and brand language that could work in one colour on product or two colour online and on pack.

We created a brand manual for print, online and packaging. Product photography is simple and often indicating the end use with steam when appropriate to echo the logo.

We emphasised the features and benefits to communicate the design details and reinforce its brand position of “Your helping hand in the kitchen”