Fleischer & Wolf is a maker of high-quality cookware products, including a variety of high-end cooking tools that are priced to appeal to a wide consumer base. Among their more notable items is a wood block knife set that was featured on Oprah Winfrey’s Favorite Things 2018 List.
Adding the Right Ingredients
When Fleischer & Wolf approached us, they wanted to move the brand beyond a specific product line. At the time, many of their offerings had evocative names but lacked a narrative— meaning they were producing high-quality goods but without an identity or reason for consumers to engage. The challenge, then, was for us to develop an entry point for consumers to invest in this company and their story.
Turning Up the Heat
The client wanted to showcase their impressive cookware product line in a way that went beyond typical high-end products in a crowded market. We were excited to figure out a way to build an interesting, compelling brand from scratch, but also make it stand out when competing side-by-side with other similar cookware lines.
After several exploratory conversations with the client, we decided to create a brand built around their namesake—two globetrotting chefs named Fleischer and Wolf—whose global journeys had inspired this exciting collection of versatile kitchen products and delicious recipes. To bring it all to life, we developed a website that highlighted these stories and the products they shaped.
We decided to create a brand built around their namesake—two globetrotting chefs named Fleischer and Wolf—whose global journeys had inspired this exciting collection of versatile kitchen products and delicious recipes.
A Refined, Fun Palate
While the whimsical brand name and the two intriguing chefs would pique consumer interest, it was the “world’s finest cooking tools” that would quickly steal attention. As a result, we knew the products ultimately needed to be the central focus of our efforts.
In keeping with the globetrotting storyline behind the products, we wanted to design a website that transcended typical, cookie-cutter ecommerce sites. Our visual inspiration came from world adventures, prompting us to choose bold, bright visuals and the essence of old-time postcards sent from farflung locales. Visiting the site needed to feel like being immersed in a story that unfolded with every item a consumer browsed.
We wanted the content on the Fleischer & Wolf site to feel like a delicious blend of cooking blog, travelogue, immersive shopping experience, and adventure series. For us, creating this site was all about story, playfulness, and the pedigree of these high-end kitchen products that connected consumers to worldly tastes and experiences.
SEO and Social
Beyond the elegant exterior, our SEO team focused on positioning Fleischer & Wolf to dominate search results and boost awareness through targeted, engaging content. To achieve this, we created brand-aligned blog content, recipes, and product pages, making sure to layer them with search-engine-friendly tags, meta information, and keywords.