Brand Strategy
Creative Direction
Copywriter
Debbie Ortigoza
Victoria Jonsson
Li Cordova
Team
Role
Project Type
Duration
Advertising Campaign
2 Months
Overview
Caraway is a modern cookware brand that combines non-toxic materials with elevated design, creating kitchen products that are both functional and visually refined. Known for its minimalist aesthetic and high-quality ceramic cookware, the brand reimagines everyday kitchen tools as thoughtfully designed pieces meant to be displayed as part of the home.
Problem
Many consumers perceive Caraway primarily as a functional cookware brand, rather than recognizing its focus on design-forward products meant to complement modern kitchens. This limits awareness of the brand as a lifestyle choice for consumers who value both performance and aesthetics in their home.
Solution
Position Caraway as cookware that belongs in the open, not hidden in cabinets. Celebrate the idea that cookware can be both functional and beautiful, designed to live as part of the kitchen’s visual identity.
#CarawayCouture
Product
Join the #CarawayCouture movement at New York Fashion Week. These multifunctional opera-style gloves blend couture and practicality, crafted from a washable, sustainable hemp and recycled polyester blend—perfect for the kitchen or the runway.
Positioning
Exclusively gifted to attendees at the fashion runway.
Social Media Campaign
Riding the wave of cooking influencers who prioritize sustainability, quality, and presentation, both in food and personal style, we launched the #CarawayCouture campaign. The challenge invited users to post videos of their cooking tutorials in high fashion while wearing Caraway’s multifunctional gloves, merging culinary expertise with runway-ready style to engage our target audience.
Reflection
This campaign taught me how to merge lifestyle trends with product storytelling to create an engaging, shareable experience. By connecting Caraway’s functional cookware to the world of fashion, I was able to craft a narrative that resonated with our target audience and encouraged active participation. The project reinforced the importance of understanding cultural moments and consumer behavior when designing social campaigns that are both visually compelling and strategically effective.
