Williams Sonoma
Design Délicieux
BRAND STRATEGY • BRAND IDENTITY • PACKAGING
Challenge
Beloved by gourmands since the first location opened in 1956, Williams Sonoma was instrumental in introducing French cookware to Americans. An extension of that early influence, the Cook’s Pantry line of jarred demi-glaces and stocks are derived from classic French recipes using the highest-quality ingredients. The brand packaging experience needed a refresh to feel every bit as authentic and special as the premium product inside.
Solution
A deep dive into packaging, architecture, signage, and even stationery from early 20th-century Europe informed a prototyping approach to this project. A balance of modern and classic gives each product a sophisticated allure.
Result
The new Cook’s Pantry jars feel like they have been plucked off the shelf of a French épecerie, fulfilling the Williams Sonoma vision to bring exquisite culinary experiences to customers’ lives at home. The renewed product line continues to garner delicious reviews and was recently expanded to include other varieties.
Design
European Indulgence
At least a dozen versions were created to test different variables including color, typography, hierarchy, illustrations and copy. Virtual shelf-sets were created to gauge readability and visibility.
The final brand and packaging system features an understated but elegant navy and white design with accents in gold. Luxurious, accessible and délicieux.
