FLEX PAN

VCU Brandcenter

Strategy & Design

Team

Claire Snyder (XD)

Timing

1 week

The Ask

Identify a strategic product partnership opportunity. Bring two brands together to introduce a new product to the market that combines their value to create something new or differentiated.

The brand is celebrated for its high-quality craftsmanship, iconic designs, and wide range of kitchenware offerings, including Dutch ovens, skillets, and bakeware. With a reputation for both functionality and style, Le Creuset products are favored by professional chefs and home cooks alike worldwide.

The Container Store offers a diverse range of products including shelving, bins, boxes, and closet systems to help customers optimize space and simplify their lives. With a focus on innovative storage solutions and personalized customer service, The Container Store has become a go-to destination for those seeking to declutter and organize their living or working environments.

A match made in heaven:

By combining Le Creuset's expertise in cookware with The Container Store's proficiency in space-saving storage solutions, the partnership capitalizes on each company's strengths to create a unique and practical product.
Le Creuset's brand is often associated with luxury and premium pricing, which may limit its accessibility to some consumers. However, by partnering with The Container Store, known for its functional yet affordable storage solutions, Le Creuset can reach a broader audience, including budget-conscious consumers and those living in smaller living spaces.

A partnership that hits [a little too] close to home

I’ve lived in tiny kitchens my whole life, and as someone who isn’t too type-A, I need some help with kitchen organization. However, I don’t want to buy shelves or boxes or racks to make things fit, I want a product that is made to fit.

Yes, I’m exposing my crusty kitchen shelf.

Insight

Tiny kitchen dwellers aren’t the only people who need space saving solutions. Others include parents who have kitchens filled to the brim with appliances and dishes, home chefs who have every gadget you could think of, RV Travelers, or even minimalists.

INTRODUCING

THE FLEX PAN

The Flex Pot & Pan set is a space saving kitchen solution that combines the kitchenware expertise from Le Creuset with the Type-A mindset at The Container Store. It’s a stainless steel pot and pan set that uses the handle as a “key” to expand the pot or pan and lock it into place. When unlocked, the set can be stacked and put away just as plates would be.