AMWAY

QUEEN COOKWARE

AMWAY

Healthy Cooking for Generations

As one of Amway's oldest and most beloved brands, Amway Queen cookware had a story of craftsmanship and quality that should have positioned the brand to dominate the market.

But a dated design and sterile brand approach meant this premium cookware line had been steadily losing momentum in Asian and European markets alike. It was time to reinvigorate Amway Queen with a fresh approach to product design and a more human look and feel that appealed to the "why" behind customers' choice to cook with Amway Queen.

Branding

Photography

Next Creative Co.
Next Creative Co.
Next Creative Co.
When you cook with your loved ones, you’re making more than a meal. You’re building lifelong traditions. Amway Queen is made for these moments.
Next Creative Co.
Next Creative Co.
Next Creative Co.
Next Creative Co.
Next Creative Co.

THE RESULTS

Authentic and aspirational, we gave the Queen cookware brand a strong sense of place, harnessing natural light and macro photography to evoke real-life moments. With a rich palette, emotive brand voice, and a lived-in approach to photography, we positioned Amway Queen as a keepsake: designed for the passing down of traditions, creating of new recipes, and shaping of memories with loved ones in the kitchen.

The result was a fresh and storied brand with a clear selling proposition: Better cooking can start today and last a lifetime with Amway Queen.

Next Creative Co.

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