*Student project: NOT created by, for, or in association with Farberware Cookware. Logo/Trademark is property of Farberware Cookware.
Farberware is a trusted brand of durable cookware with an already strong customer base. The goal of this campaign was to spread the brand’s reach to the often less targeted market of men who cook. The clear challenge lay in creating this series of ads to attract an audience not usually targeted by this brand, and doing so with an unexpected voice that obviously avoids cliches surrounding men who cook. A custom hand drawn typeface was created to mirror this unique yet relatable attitude in the advertisements’ art direction.