Source/Inc. - Artisan

Newell Rubbermaid
ARTISAN®

A NEW NAME. A NEW VALUE PROPOSITION.
Despite its success under the Mirro®, WearEver® and Regal® brands, Newell Rubbermaid recognized their limitations to extend up-market into the heavily niched fine-cookware space. The portfolio needed a new brand to meet the opportunity.

Source/Inc.'s research and immersion analyses quickly uncovered more than just drivers of purchase in the category; they indicated the beginnings of the radical market shift toward artisanal cooking and baking that prevails today.

In response, we created the new Artisan brand name and identity, suggesting deeply seated heritage, hand crafting, and an air of category prominence that quickly propelled this newly minted brand into the realm of premium value and well out in front of an ascending value in the culture.
(ARTISAN IS A REGISTERED TRADEMARK OF NEWELL RUBBERMAID)


	NAMING SOFTSOAP GARDENEER ARCHETYPES ARTISAN MEMBER'S MARK	CORPORATE BURNES GROUP ACE HARDWARE BOYT WATERPIK KRYSTAL	PACKAGE SOLO AQUAFRESH HIDDEN VALLEY SMEAD ROUND UP SEATTLE'S BEST FOUR MONKS GLISTER LA CHOY MERCUR	STRUCTURE J7 NO LEAK PAMPRIN LUNCHABLES	SERVICES BRUNSWICK ZONE COURT THEATRE REPOSTERIA SUSI

Newell Rubbermaid ARTISAN® A NEW NAME. A NEW VALUE PROPOSITION. Despite its success under the Mirro®, WearEver® and Regal® brands, Newell Rubbermaid recognized their limitations to extend up-market into the heavily niched fine-cookware space. The portfolio needed a new brand to meet the opportunity. Source/Inc.'s research and immersion analyses quickly uncovered more than just drivers of purchase in the category; they indicated the beginnings of the radical market shift toward artisanal cooking and baking that prevails today. In response, we created the new Artisan brand name and identity, suggesting deeply seated heritage, hand crafting, and an air of category prominence that quickly propelled this newly minted brand into the realm of premium value and well out in front of an ascending value in the culture. (ARTISAN IS A REGISTERED TRADEMARK OF NEWELL RUBBERMAID)
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