Granite Ware Updates Packaging to Appeal to Younger Consumers

Granite·Ware®, the original speckled porcelain on steel cookware that has been produced since 1871 and has helped generations of families turn holiday feasts and everyday meals into cherished memories, is reinventing its packaging. It now reflects a brighter, simpler, more natural expression of the brand while celebrating its legacy and reaching a whole new generation of consumers. What’s old is new again.

When younger consumers were asked what they were looking for in cookware, the characteristics most sought after were those that are inherent in Granite·Ware and have been since its beginning. Made local – Granite·Ware is made in Indiana. All-natural – Granite·Ware is just glass fused to steel. Chemical free – Granite·Ware contains no PFOA, PTFE or any harmful chemicals that will alter the color, taste or nutritional value of food. Healthy cooking – Granite·Ware surface is naturally nonstick and requires little to no added fat for healthy cooking.
The authenticity of the brand’s healthy features that have been a part of the product since its beginning are now brought to the forefront in an easy to read packaging format. With one quick glance a consumer can see that the use of the cookware is healthy, provides pure taste, is safe to use and has been approved for use by generations of families.

The logo is now a graphic simulation of the actual porcelain on steel finish – white speckles on a dark background, while the tag line “the original all natural” reinforces the originality and legacy of the brand. The hexagon that now encases the Granite·Ware name completes the logo with its rounded corners to naturally reflect the round shapes and round handles of the Granite·Ware pots and pans. The bold, sun-fire yellow background of the packaging situated behind the dark logo helps the packaging to pop at shelf and against the product’s dark porcelain finish, instilling a confident choice in the consumer.

The round graphics off to the sides of the logo are affectionately known as “pods” and are there to educate and communicate the strongest qualities of each piece of cookware. For example, the covered roasters tout the juices and flavors that are preserved during cooking while the pots with steamers applaud the pure taste and healthy nutrients that are retained in the food.

Granite·Ware has been a mainstay in American kitchens for nearly 150 years. Some things get better with age and some things are best just as they are – the healthy, all natural qualities of Granite·Ware have been and continue to be best just as they are. A little bit of package tweaking though, never hurts.