Team: Lisa Ervin: Art Director, PLP Page Designer, Shoot Plannerr; On Site Art Directors: Jessica Hiller, Yolanda Manns; Marketing: Tyrelle Price
Target Audience: The Generation Z audience consists of “Young Aspirationals” who experimenting with new foods but wish they had more time to cook. These customers call themselves foodies but may be somewhat limited by their budget to cook healthy regularly.  The set is exclusively available on Amazon.
Objective: The Calphalon Marketing team identified an opportunity to create a Classic 6pc “Apartment Essentials” bundle from existing skus at an opening price point that provides the beginner chef, like a recent college graduate, with exactly what they need in the kitchen.  The goal of the art direction and design was to drive purchases by creating visuals that authentically connect with the core customer.
Research & Development: Reseach showed that inclusion is a top priority for Gen Z. Using non-binary talent and gender neutral wardrobe was a way to speak to this value. For the set, light wood tones and nostolgic props reflect trends in Gen Z’s home furnishing style.
Research also revealed that international food types and keeping up on the latest food trends are especially relevant to this audience. The menu was made of simple ethnic recipes promoted by Tik Tok’s top influencers.
The finished photos and PLP pages stand out from the essential set made by Ninja—the top competitor— and successfully reflect the values of the Gen Z customer.