The speculative creative brief states that William-Sonoma is launching a new line of cookware aimed at 22-30 year olds, living in their 1st or 2nd apartment. They want to sell premium, affordable cookware while still maintaining their infamously elegant brand style.

Since the benefit is to help the target audience create excellent meals with restaurant-quality cookware, I concepted and created a direct Mail piece featuring photos a young home chef, (inclusive of men & women) and straightforward description of benefits.