Vermicular

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Introducing America to the art of home cooking.

Cast iron mastery flies stateside

‘We’re big in Japan’ isn’t meant ironically when it comes to Vermicular. With over 80 years of cast iron mastery, they became the centerpiece of Japanese kitchens by combining craft with a desire to elevate the natural deliciousness of ingredients. In preparation for their U.S. launch, we became their stateside ambassador, 
to introduce a new country of chefs to a legacy of expertise and effortlessly masterful meals.

To earn Vermicular a place in already-crowded American cupboards, we looked beyond function to focus on how the right cookware inspires harmony in our lives—bringing artistry to our home cooking and memorable moments to our homes.

  • Brand Positioning
  • Go-to-Market Strategy
  • Nomenclature
  • Verbal Identity System
  • Visual Identity System
  • Photography Art Direction
  • Website Design & Copy
  • Video & Production
  • Brand System Guidelines
  • Packaging System
  • Print Collateral
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The new language of homemade

But first, we had to teach America to two words: Musui (the cast iron pot) and Kamado (the precision warming base). By pairing them together with an em dash in the logomark, we were able to define their close friendship and set the stage for a brand focused on unity.

This idea of dichotomy inspired the rest of the visuals, with juxtaposed colors, shadows, and textures reflecting Vermicular’s inherent duality. And in photography, the Japanese concept of Yugen, “a profound and mysterious sense of the beauty within the universe,” helped us celebrate each small detail the way their cookware champions every single ingredient.

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A world of unity

Whether perusing their website, watching their brand video, or paging through their very own cookbook, Vermicular proudly extends 
a hand to its new American audience with a unified 
refrain—great cooking is about harmony.

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Vermicular proudly extends a hand to its new American audience with a unified refrain—great cooking is about harmony.

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