Farberware: Retail from Scratch

Role: Design Director, Art Director, Design

The Meyer Corporation came to us with a complex challenge for their entry level cookware brand, Farberware. In addition to an identity refresh, the brand visuals and packaging needed 2 unique adaptations (Standard and Premium) for each retail partner (Walmart, Target, JC Penny, Khols, and Macy's) in order to qualify for distribution by the chains and justify varying price points to consumers.  We were also to introduce 3 new segments (Bakeware, Ceramics, and Hispanic) into the Farberware line at the mid level distribution (JC Penny and Kohls). Finally, all design differentiation needed to take into account that Farberware belongs to  a large family brands at Meyer and could not look more premium than the others. 

To accomplish all this, I started by choosing base colors and a simple photography style for the Standard and Premium offerings at Walmart (lowest price point). From there, I used gradual evolution of those colors and photography propping with environment to build up premium cues through the rest of the tiers. For the highest price point at Macy's, I designated new colors (silver and gold) and a more sophisticated style of photography lighting.

Once these tiers were approved by client and distributor, I executed the new bakeware, ceramics, and hispanic segments with the design language of the JC Penny/ Khol's tier. Differentiation was achieved through design architecture variance and sub-brand type treatments.