Just a smidge before 2020, brands like Caraway, Great Jones, and Our Place leaned into lifestyle branding for their kitchen tools, shifting kitchenware from something everyone had to something everyone wanted on Instagram. These brands brought a new way of thinking about kitchen tools to consumers. 

But in the last five-ish years, we’ve witnessed a slow shift in how consumers think about the brands they keep in their kitchens. I’ve found it equally as fascinating that this change has happened subtly.