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.
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 change that perception by designing 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 researched the whole process of rice making, which led to several new ideas and innovations for this rice and grain cooker, including the multi-purpose rice paddle that doubles up as both a lock for the lid and a carry handle. This resulted in a product that functions beautifully from packet to table.
Microwave Stackable Cookware Set
Joseph Joseph (UK), 2014
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.
Microwave Cool Touch Bowls
Joseph Joseph (UK), 2014
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.
Microwave Omelette Bowl
Joseph Joseph (UK), 2014