JCPENNEY–COOKS brand identity concepting
First-time kitchen buyers want something that feels intentional.
As the Cooks product line expanded to match a more expressive category, I led a complete brand identity refresh, proposing two distinct emotional territories to define the brand’s point of view and show how far it could stretch.
ROLES
Creative Strategy, Concepting, Design, Photo Art Direction
PLATFORMS
Digital, Web, Social, OOH, Packaging
COPY
Amanda Cass
YEAR
2022
CONCEPT 01
Colors for every taste.
Your kitchen, your color. Bold, fun, and a fully color-matched cookware line for a buyer who wants their cookware to reflect their personality as much as their cooking.
Your first kitchen is your first statement.
After all review rounds, the second concept was chosen for it’s restraint and stronger positioning in value.
CONCEPT 02
Good food, good mood, all in good taste.
Cooking should feel as good as it tastes. For the buyer who wants reliable performance and display-worthy design to make every day in the kitchen something to look forward to.
Because tastes may vary from kitchen to kitchen, but cooking with confidence never goes out of style.