‘For Those Who Know'.
National retailer Kitchen Warehouse’s cookware brand Wolstead has unveiled a new identity, crafted by Perth-based branding and creative agency Block.
Since launching in 2018, Wolstead is a 180-strong product range spanning cookware, appliances, knives, and boards. The refresh sharpens its market positioning and increase visibility in a highly competitive retail environment.
The refined brand idea, ‘For Those Who Know,’ encapsulates Wolstead’s quiet confidence and professional-grade quality.
Kitchen Warehouse chief customer officer Simon Lamplough said Wolstead hits a unique sweet spot—it delivers performance comparable to leading European brands, but by working directly with specialist manufacturers it has a more accessible price point.
“We needed a brand system that could clearly communicate this across an ever-expanding range," Lamplough said.
Visually the brand reflects the strength and durability of the products, a sophisticated colour palette sets the stage for striking product photography—where cookware appears to levitate, nodding to the alchemy of great ingredients, technique, and equipment coming together to create magic.
This floating aesthetic extends across brand photography, promotional materials, digital platforms, and in-store displays.
Block co-founder and creative strategy director Mark Braddock said many professional chefs choose Wolstead for their home kitchens because they know great cooking starts with great cookware, and that doesn’t always mean paying a premium.
Results demonstrate the power of the rebrand, with sales of Wolstead up over 50% vs last year.
“The rebrand is doing a brilliant job of driving increased visibility and engagement in-store and online, and has been a key factor in setting Wolstead up for success," Lamplough said.
