Much of our work at Rodd is in the kitchen appliance, tools or housewares sector with a range of household names amongst our clients – but it was this simple, low cost range of kitchen tools for Culinare, designed back in 2000, that set us on our way.

Global housewares brand Culinare, part of DKB group, invited us to discuss how we would approach the refresh their kitchen tools. The brand had grown steadily since its inception, in the early 90’s, however in more recent times threats from retailer’s own brand products meant that they needed to refresh their brand and product offer to remain competitive.

We were invited to take part in a paid pitch against two other much larger agencies – what set us apart from the competition, was that rather than simply creating a new design language, we proposed to bring user centred innovation into the mix.

Over the coming years our work across the thirty piece kitchen tools range, addressed brand consistency and quality of production, however what made the most commercial impact was the introduction of ‘simple everyday innovations’.

These are the things that make our lives in the kitchen a little easier, such as whisks designed to be cleaned, serving spoons that fit the contour of your pan and a twin wheeled pizza cutter that cuts even the crispiest base.

Culinare went on to be a highly effective commercial success, stocked by retailers a cross the globe. The brand has also one numerous design and industry awards and cemented a partnership between Rodd and DKB that would last for many years.

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