Misen rebrand

Misen makes high quality kitchen tools at affordable prices. The rebrand was aimed at infusing stories, personality and joy into its utility-focused foundation. We did so with a refreshed photography direction, playful social content, and a refined brand style across all of Misen’s platforms.

Role: In-house Creative Director

The Misen story

Misen’s initial success came as a beloved Kickstarter brand. While that audience was deeply loyal to the brand, those who found Misen outside of it really knew nothing about Misen. We created a brand anthem spot to help tell the story of its inception, success, and goals for the future.

Photography approach

Misen’s name is inspired by the culinary term ‘mise en place’ — meaning everything in its place. The beauty and pragmatism of an organized work station inspired the photography direction.

An aspirational but minimal kitchen was the perfect backdrop to this high-contrast, minimal color approach. Heavy wood textures play well with the rich blue or steel of the products, allowing them to be hero in frame. Tight crops on the action of the product as well as using single ingredients that were minimal in color ensures the focus is on the product, not the meal.

The brand TOOLKIT

Digital Blue

#2063c9

Print + Product Blue

Pantone 660 C

Dark

#212121

Gray

#C5C5C5

Light

#F8F8F8

WEBSITE REFRESH

As Misen’s singular revenue source at the time, the website redesign was an incredibly high-stakes undertaking. We took an iterative design and test approach, starting with our most heavily trafficked pages. Over 4 months of testing, optimizing and retesting this flow, we then implemented it as a site-wide design system. This has resulted in a 2% uptick in overall conversion—an additional hundreds of thousands of dollars of revenue each month.

The holiday edit

8 Qt Stockpot

$124

Roasting Pan

$134

10” Stainless Skillet

$89

Our goal with social content two simple and two-pronged: educate our audience on key features. And have fun. In a sea of endless cooking content, we intentionally created cookware content, the nuance laying in how we show off the tools. We focused less on cooking dishes or full meals, and found unique ways to demo our products.