A lot of forgettable campaigns happen because people jump straight to "let's make something cool" instead of "what does this brand actually stand for, and who needs to hear it." Know your audience's pain points, wants, and the language they actually us and not corporate-speak.

I ended up putting together 3 different concepts instead of just settling on one direction right away. Each concept takes a different approach to how the brand could be positioned. So one might lean more into the professional/industrial feel that commercial kitchens need, another could focus more on reliability and performance since that's such a big deal for chefs and kitchen staff who depend on this equipment daily, and the third could play with a more modern, sleek look to set it apart from other commercial kitchen brands out there.

But the common thread from these concepts was on the end result—The food of course! The appliances were the tools to create culinary masterpieces.