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.
We discovered re-heating food to be one of the most common use cases with microwave ovens, which led us to one key insight, ‘cool to touch’. This resulted in the design of a set of microwave bowls and dishes that can be used to heat up leftovers, soups or porridge. The double-walled construction ensures that the outer bowl stays cool to touch. Easy to hold when you are sofa dining or walking around the house with your morning porridge.