PROJECT 03
STELTON
2025
THE CONCEPT
Stelton is a popular Danish houseware brand emerging in the early 1960s at the height of the mid-century-modern design movement by designer Arne Jacobsen. A brand rooted in minimalism, quality craftsmanship and Scandinavian design, the brand has been a household staple for generations, items that are cherished and passed down throughout the family for decades.
The main objective was to reposition Stelton in a way that reconnects the brand with their target audience, while also capturing the attention of a younger demographic in hopes to further the brands legacy. Shifting from "the brand your grandparents have in their kitchen" to something generational, timeless, and for everyone.
It was crucial the brand didn't sacrifice their current audience to flash the attention of a younger demographic, meaning themes of timelessness and quality needed to remain untouched and the focal point of the campaign.
With these objectives in mind, it was time to establish a new way to communicate - something Stelton has been doing this whole time, just subconsciously and unaware. The theme was connection.
Coffee offers opportunity for connection. It's a ritual almost everyone participates in and creates a rare moment throughout the run of a busy day for pause, reflection and uplift. something we often do with others - friends, partners, family members. Coffee is the cornerstone of meaningful connection and Stelton is the cornerstone of coffee. With connection and generation at the forefront of the visual identity, the pieces started to come together and the dots started to connect...
BRANDING PITCH DECK