DDW and Meyer Corporation collaborate to create the brand identity and package design for Ayesha Curry’s debut cookware line
DDW, a San Francisco based design firm, was tasked to design a packaging system that showcases Ayesha Curry‘s sparkling personality and her devotion to cooking, in a way that would set her brand apart from other cookware in a very crowded marketplace.
“Ayesha’s radiant smile and beaming personality were the inspiration for our design work and led to the bright cheery palette. We really wanted to capture her effusive style. And collaborating with the Meyer team was terrific,” said Ross Patrick, Executive Creative Director at DDW.
The result? The sunny optimistic packaging, featuring Polaroid-style photos and candid shots of Ayesha at home and in the kitchen, conveys her love of family, food and fun – the cornerstone of the Ayesha brand personality.
Ayesha Curry, 28, is the author of The Seasoned Life cookbook who recently opened a new restaurant in San Francisco, International Smoke, launched a meal kit delivery service, Homemade, and stars in her own show on the Food Network, “Ayesha’s Home Kitchen.”
Her new cookware line was designed to capture her effusive personality and her passion for cooking great food with her family — and showing that anyone can do it. The line includes a variety of cookware sets, as well as individual accessories and a wide assortment of pots, cookie sheets, pans and accessories.
“The Ayesha Curry consumer is in prime household creation years, often with a young family, and has a design aesthetic that is eclectic, sophisticated, welcoming, and on-trend,” said Darrin Johnston, Managing Director of Meyer U.S.