Crafting an engaging brand experience around taste exploration
Famed for its extensive range of kitchenware, Cole & Mason wanted to celebrate its centenary by diversifying into the consumable market. We needed to help the brand launch their gourmet product range and engage a new generation of curious chefs as part of a scalable retail proposition.
We uncovered an opportunity to establish Cole & Mason as a standalone, consumer-facing retail brand that has a coherent and holistic experience across all channels.
Key insight: Frame the product in the context of flavour discovery and culinary play to build an engaging and inclusive experience.
We developed a new experience vision - ‘The Flavour Emporium’ - to celebrate the abundance that Cole & Mason offers and to position the brand as flavour specialists. New packaging and communications have been created to spotlight the brand’s range of ingredients, with a blend of contemporary and traditional design language perfectly representing the heritage brand’s new era. The scalable brand space invites customers to experiment with food, create their own blends or attend master classes, with a new Taste Library showcasing the gourmet ingredient range. We also developed the UX and UI of the Cole & Mason website, allowing the brand to connect consistently with their audience across all channels.
Strategic shift: From a trusted kitchenware manufacturer to a brand synonymous with flavour and culinary play.
Our new shop-in-shop format for Cole & Mason launched as their largest ever brand execution in Myer Australia’s flagship store in central Sydney.
“ Dalziel & Pow delivered a multi-channel, scalable solution that combines product presentation, interactivity and brand elevation. It has been universally well received and has been the catalyst for securing branded areas in some of our largest retailers in the UK and USA, and now the implementation of our largest ever brand execution (8m x 6m) in Myer Australia’s flagship store in central Sydney.” Joe Brawn
Brand Lead, Cole & Mason
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