We were approached by Joseph Joseph to help them extend their brand into a new category, microwave cookware. We spent a lot of time talking to customers and took a deep dive into the world of microwave cooking, combining both consumer insight with ethnographic research.
The microwave has hardly changed since the 60’s but our attitudes to food, cooking and how we work and live has. Our research identified that while 80 percent of households own a microwave, they are rarely used for anything beyond reheating leftovers, cooking ready-made meals and defrosting. Our aim was to try and change that perception with a product range that would go further and allow people to prepare meals or cook a wider range of food types using their microwave.
This stackable cookware set is a highly versatile and efficient microwave cooking system. Our research highlighted that cooking a complete family meal in a microwave can be quite involving. Different foods require different cook times, resulting in a lot of dish juggling. The stackable design allows you to save cooking time by pausing the microwave and adding layers during the cooking process. It steams fish and vegetables while simultaneously cooking rice, pasta or potatoes for quick and healthy one-pot cooking. A meal making powerhouse for busy families.