case study

forging a vision for growth

re-honoring a category icon’s authentic story to connect with a new generation of consumers

an American icon within the growing world of premium cookware, All-Clad needed to connect with a new generation of millennial chefs and amateur cooks but lacked an emotive brand idea, intuitive architecture system or portfolio strategy. we partnered with the new management team to re-honor the celebrated brand and realize its true potential.

by understanding consumer motivations and journeys at different cooking levels, we defined an overarching brand idea – that leverages the shared passion of craftsman and consumer – to a total reengineering of strategy and architecture that informs portfolio, communications, design and activation across all touchpoints.

how we do it