JCPENNEY–COOKS brand identity concepting
First-time kitchen buyers want something that feels intentional.
Cooks had become a forgettable staple in a category that evolved to be full of color and personality. As the product line expanded to match the market, the brand needed a new visual identity. I proposed two distinct emotional territories to give our stakeholders options for how far they wanted the brand to go.
ROLES
Brand Strategy, Creative 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 into 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.