GoodCook Cooking made good

The GoodCook brand found itself in the position of owning the tool & gadgets aisle in supermarkets, with an aging consumer base — but unable to grow into needed distribution in big-box retailers due to competition from newer brands garnering attention and creating desire on social channels.

A new logo, new look, new energy, and new tone of voice, all contributed to refreshing a brand dedicated to making cooking simple and approachable, so that everyone can feel more comfortable in the kitchen.

The invitation and democratization of ‘cooking made good’ with good products at good prices differentiates the brand in a category driven by Gordon Ramsay-like ‘cooking made intimidating’ or ‘cooking made trendy’ Instagram brands.