A Brand Refresh for Misen Cookware
After years of relying on performance marketing, Misen brought me on to re-establish its brand in the increasingly crowded direct-to-consumer cookware market. During my time there, we revamped the photography, website, voice, and advertising, but unfortunately, company-wide layoffs didn’t allow us to complete the new visual identity.
Photography
We updated the photography by adding warmth and more human elements. What had previously been sterile and technical, with stark white backgrounds and minimal styling, became more approachable to celebrate the joy of cooking.
Brand Manifesto
We're obsessed with cooking. We're not professionals, but we're pretty good. And that's fine. Because it's not the end result, it's the process of cooking that's fun.
For us, it's all about the sizzle, the salmon skin not sticking, becoming obsessed with sea salt, wearing a fancy apron, graduating to a fish spatula, and conquering duck confit. It's the satisfaction of improving over time while enjoying the journey.
Our products are designed to help others experience that same joy. Because whether you love cooking like we do, or just need to get food on the table, better tools are a key ingredient to fun in the kitchen. Can't wait to burn stuff with you.
-Misen
Website
Along with the new photography, we refreshed the website with a more colloquial voice focused on product benefits rather than lists of features. To demonstrate those benefits, motion and video replaced much of the previous static imagery.
Advertising
New ads continued the more lighthearted and approachable tone of the brand.
