Life happens around Corelle. This bold idea comes to life in our emotive, new brand identity and design system for the household icon as we celebrate the simple pleasures of gathering around the table and building unbreakable bonds.
To advance Corelle’s presence and reclaim its top leadership position, we leveraged Corelle’s rich heritage and compelling products to play a more meaningful and enduring role in peoples’ lives; bringing emotion back to the brand to attract a younger consumer.
Placing a focus on the concentric circles made by the ‘Co’ in Corelle, the brand identity takes inspiration from the brand’s rich history. Whether it appears as a monogram and full wordmark, the classic, sans serif typography highlights the embracing and welcoming nature that the plate ware is famous for. Its authenticity and trusted history are noted in the ‘Since 1970’ subheading that provides a succinct signature or shorthand for special applications.
The new packaging design system puts the shoppers at the dining table, arranging the dinnerware front and centre, in the context of rich textural settings, to emphasize each respective product’s place in the portfolio.
