Defending a Category Leadership Position 

Despite having created the slow cooker category, the Crock-Pot brand was losing its leadership position to increased competition. Like other category originators such as Kleenex and Band-Aid, Crock-Pot had become a generic category name rather than a trailblazing brand. 


Guided by consumer psychographics, we instituted a new brand positioning, “Healthful, modern living.”  This drove the brand redesign, resulting in a fresh architecture with distinct segmentation for the 100+ SKUs and product lines. In 2014, Jarden Consumer Solutions sold 4.4 million Crock-Pots, up from 3.2 million in 2005. Following the success of the Crock-Pot redesign, we revitalized the branding and packaging for Mr. Coffee, Oster, Bionaire and others within the Jarden Consumer Solutions portfolio. 



Brand Language

Brand Identity

Packaging Design

Photography & Illustrations

Production Management

Brand Guidelines

A flavorful new color palette with easily navigable visual cues segmented the brand by features and benefits, increasing shopability to connect with its health-conscious consumers. 
Our iconic new brandmark evoked slow cooking’s sensory appeal, while our recommended tagline, “The Original Slow Cooker” established Crock-Pot as the category originator. 
We extended the architecture to chef inspired slow cooker meals utilizing appetizing product photography and a custom logo lockup, Crock-Pot Cuisine.
Melitta Pourover Packaging