Naomi Abel

Goldilocks CookwareRole ....................Creative Director 
Product Photography......Mike Garten, Robert Bredvad
Lifestyle Photography....Eric Helgas
Motion Design............Dan Savage
Published................2020 Goldilocks brings cooking to the masses through its high-quality, affordable kitchen basics. With a new name (formerly Potluck) and new pieces of kitchenware in production, Goldilocks was ready to modernize and refresh its visual identity.

The positioning statement “Quality Kitchenware for All of Us,” spoke to Goldilocks’ mission: empowering more individuals to enjoy cooking via cost-effective tools. This democratic sensibility echoes in a warm color palette and distinctively human typography and logotype. An abstracted illustration of pots and pans nods to the products at the core of Goldilocks’ line while providing an elevated, scalable motif that can be applied to products and packaging.

Photography is an essential element of the visual system and aimed to feel like a well-designed, lived in home: natural, lived-in, and timeless.



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