Legend
Case Study
Brand identity and strategic positioning for an all-new line of cast-iron pans
the challenge
Crafted with intent and care, yet affordable and readily accessible, Legend’s single-minded focus on cast iron had produced an incredible line-up of pots, pans, and skillets.
With their biggest competitor over 120 years old, Legend was entering a playing field filled with old-time brands that had already earned their place on the fire,
And with cast-iron pans traditionally passed down and cherished for years, Legend had to look and feel like they’d been there all along - from day one on the shelf.
what was their next?
With time travel out of the question, the only way to bring a tried and true feel to the brand was to bake it into every aspect of the design and messaging.
And rather than viewing Legend’s newness as an obstacle, we turned it into an advantage, positioning them as the only cookware brand that pays homage to cast-iron heritage, while catering to the modern cook.
Messaging celebrated the layers of flavoring and the rich, textured story created by a cast-iron cook.
By highlighting the ironclad durability of the products on packaging and across all deliverables, we ensured that customers knew that Legend’s products would perform, and last beautifully.
the process
Visually, we wanted the brand to function as a classic soul, in a modern body.
Practically speaking, that meant fusing vintage typefaces with sleek, clean layouts to create Legend’s iconic coat-of-arms-like logo.
As part of the packaging collateral, we created a clear and exquisitely designed use and care guide to ensure that cooks could treasure their new cast-iron cookware forever.
The overall look was bold and confident, a mix of ruggedness, and an undeniable quality.
A mix of script and serif typefaces added to the brand’s layered feel, with textured kraft playing off the brand’s color palette of orange, black, and white.
the results
The brand came together seamlessly and was celebrated instantly.
Buyers quickly recognized the standout quality of Legend’s product line, welcoming the brand with open arms into their kitchens, cooking, and family.
