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The Challenge

International Cookware, exclusive Pyrex® licensee for EMEA in consumer cookware, wanted to create an innovative new product range to celebrate 100 years of excellence that would build on existing values and establish a new benchmark in user experience.

The world’s best-known name in clear glass ovenware wanted to reaffirm their position as market leader by delivering increased innovation, perceptions of modernity, and aspirational design, whilst offering clear benefits to both loyal Pyrex® consumers and those discovering the brand for the first time.

Creating a range of cookware that was flexible for a broad range of uses and users, the new design needed to work with borosilicate glass, have the potential to be adapted to other cookware materials, be adaptable to multiple size and shape variants, and balance both commercial and manufacturing requirements for mass production.

  • Applied Expertise
  • Research & strategy
  • Human factors
  • Industrial design
  • Packaging
  • Technology development
  • Mechanical engineering
  • Electronic engineering
  • Software engineering
  • Wireless & connected
  • Short run manufacturing
  • Manufacturing processes
  • Supply chain management

The Solution

In independent tests, our initial concepts commissioned by Pyrex® were chosen by consumers from a number of designs by competing partners, and we were appointed to design the Centenary range.

Our Front End Research and Industrial Design teams conducted immersive in-home observation and interviews to gain insight into the current experiences and challenges of end users. Requirements uncovered included deeper dishes, handles promoting a more secure (typically gloved) grip, and easier cleaning. Additionally, an aesthetic that promoted oven-to-table serving was desired.

Collaborating closely with Pyrex® marketing and engineering teams, we worked with the factory in France to ensure alignment of the new designs with efficient mould design and borosilicate glass mass-production techniques.
As the brand enters its second century, the celebratory ‘Optimum’ range is a consolidation of core values that made the brand great, whilst attracting a new generation of loyal customers.

Benefit to the Client

International Cookware launched the Pyrex® Optimum product range in 2015 at Ambiente, one of Europe’s leading consumer goods trade fairs. The bold elegant aesthetic underpins a range which has equal relevance in the kitchen or on the table, and the functional improvements of Optimum create a powerful statement for continued leadership in a highly competitive market. In research, 97% of interviewed consumers preferred the new range to existing designs due to contemporary design, the shape and size of its handles and the depth of the dishes*.

*Source : « Scènes de Vie » qualitative and quantitative surveys (300 consumers / Nov and Dec 2013)

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