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.
