CHICAGO— Columbian Home Products is rebranding its GraniteWare line. The new look will be shown at the International Home + Housewares Show, here.
The GraniteWare line contains roasters, pots, pans, canning supplies, seafood-specific cookware, ethnic cookware, casual cookware and bakeware. Produced since 1871 and made in Indiana since 1906, the company is looking to breathe new life into the brand with a fresh look and an appeal to a younger shopper.
“Our goal with this rebranding project was to really refresh the brand and better demonstrate how our products fit what is important to the new Millennial consumer. We realized that our old look was just that— old, outdated and timeworn,” said Tiffany VanNatta, sales and marketing administrator for Columbian Home Products.
VanNatta noted that the company used its focus on the future as well as paying homage to its roots as the basis for the redesign, which allowed Columbian Home Products to highlight new features of GraniteWare without completely losing its brand recognition. VanNatta explained that when developing the new branding materials, including a new logo, the company turned to its GraniteWare collection of products for inspiration.
“The speckled porcelain finish of our cookware is unique to us and something that we wanted to focus on,” she said. “Our new logo features that speckled black look and is highlighted on the labels with an eye-catching and brighter sunfire yellow. The process took us quite a bit of time because we were so detailed in keeping true to ourselves, while really emphasizing that we have what consumers want.”
While VanNatta said that the made in the U.S. message is still a focus for the company, Columbian Home Products has also taken it to a more local level. Made in Indiana, she said, will adorn the company’s goods and will span across new marketing initiatives as well.
“We know Made in America is important to many consumers, but we wanted to go a step further. Made in Indiana is now a large part of our marketing efforts and is proudly displayed on our labels,” she explained.
