Great Jones is a new kitchen company that wants to equip and empower people to cook more frequently at home with a line of stylish and affordable cookware, even if it's just frying an egg. The brand identity captures the warmth and enjoyment of cooking, considering all touchpoints including the look of the pots and pans, product naming, colors, package design, website, promotional materials, photo art direction, illustration, and social media.

The Great Jones branding conveys the line's accessible luxury with an exuberant, visually rich approach that stands out from the minimal style of most direct-to-consumer brands targeting millenials. It taps into the nostalgia of cooking as a communal activity, and the vintage aesthetic of classic cookbooks.

A design system of colored tabs reminiscent of recipe cards help organize content and can be seen across the folded care card instrucitons, to the website navigation, to the colorblocking of the packaging (which also looks a lot like spumoni cookies.)