Instant Brands Redesign

Art Direction, GRAPHIC DESIGN

💁‍♂️: Mohammed Labban (Collaborator), Brice McGowen (Mentor & Critique)
⌛: 6 weeks
👀: Internal

“An appetite for inspiration”

Recently acquired by Carrell, Instant Pot came to us looking for a refresh that would embolden their transition to a lifestyle brand. The pressure cookers developed an almost cult-like following (“potheads”) that we felt knitted into a wholesome family. We didn’t want to ruin the culture they had created and so looked to keep the same feel but polish the quality.

Mohammed Labban and I worked together on this direction, which was eventually presented to the client. We presented moodboards for our own different styles, and our creative director Austyn Stevens picked a combination of my clean direction and Mohammed’s industrial/Bauhaus style to create a direction that felt sleek and European. We moved forward with Bryce’s work (which the client is transitioning to), which Mohammed and I continued to work on notionals for during the rest of our time at Siegel + Gale.