San Francisco Design Firm DDW Unveils Design for New Ayesha Curry Cookware Line

DDW and Meyer Corporation collaborate to create the brand identity and package design for Ayesha Curry's debut cookware line.

Ayesha Curry Cookware Package Design

Ayesha Curry, 28, is the author of The Seasoned Life cookbook, 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 Curry’s effusive personality and her passion for cooking great food with her family — and showing that anyone can do it. The line, now available at retailers nationwide, includes a variety of cookware sets, as well as individual accessories and a wide assortment of pots, cookie sheets, pans and accessories.

“This is an absolute dream come true,” she said of her cookware line in a video posted to her Twitter feed. “I can’t wait for you to see all the products.”

“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,” Darrin Johnston, managing director of Meyer U.S., told Homeworld Business when the Meyer-Curry collaboration was announced earlier this year.

DDW was asked to design a packaging system that showcases Ayesha’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.

The creative DDW came back with was top notch. I’ve been doing marketing for 30 years, and this was the first time I called an agency back and spoke to the president to tell him how pleased I was with his staff. The DDW team goes above and beyond!” said Kirk Loveland, Senior Director, Creative Services and Marketing Logistics at Meyer Corp. “I have nothing but praise for them.

Curry has said that she hopes her cookware collection will encourage others to get in the kitchen and find out how effortless and fun cooking can be.

About DDW  
DDW ( is an award-winning San Francisco based design firm with 20-plus years’ experience helping clients create deep brand stories and fresh brand design. Several of DDW’s current clients include Amazon, Anheuser-Busch, Blue Point Brewing Company, Campbell’s, Clorox, Energizer, Smucker’s and Starbucks. 

Media contact:

Mike Goefft,

Source: DDW SF


Categories: Marketing, Advertising and Public Relations, Architecture and Design, Consumer Goods, Home Appliances

Tags: Ayesha Curry, Ayesha's Home Kitchen, brand identity, DDW, Food Network, International Smoke, Meyer Corporation, package design

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