Simply Stainless™
Bakeware
Crafted from ultra-durable stainless steel, Simply Stainless™ is a new line of stainless steel bakeware made to withstand the harshest of kitchen environments without requiring special care or use. It was designed for the baker who values clean materials, durability, and an oven-to-table experience.
Our creative team crafted a brand that looks bold, clean, and radiant. We wanted the brand to feel premium and reliable, appealing to a Williams Sonoma and Crate and Barrel audience. I had the opportunity to lead our creative, marketing, and leadership teams through a new brand strategy process for this brand. Informed by this strategy, I designed the brand, packaging, and directed the photography.
Food Stylist
Matt Barnes
Photographer
Claudia Ross
Designer
Maddie Markley
Creative Director
Andrea Markley
The strategy
behind the brand
Simply Stainless™ was developed as an alternative to Nordic Ware’s Naturals bakeware line. Our biggest challenge was marketing Simply Stainless™ in a way that did not take away from Naturals, positioning both bakeware lines as equal options with different benefits.
While Naturals has high-heat conductivity and is generally less expensive, Simply Stainless is non-reactive and ultra durable. This new stainless steel line can be thrown in the dishwasher and is compatible with metal utensils.
In order to convey strength and radiance, we leaned into contrast, pairing bold and delicate typography with dark and light colors. We photographed our products on a dark surface to emphasize the striking appearance of the stainless steel metal.
