An Amazon seller of good quality cast iron pans ranking in the bottom tier, our client was looking to rebrand in a bid to rise above the cluttered, race to the bottom, me-too, also-ran brands offering substandard, uninspired, cast iron cookware, banking on price alone as the chief draw.

In a category with a single brand leader, and no #2, we saw an opportunity for the brand to be the only brand on or off Amazon that could dare to compete head-to-head with the industry leader, Lodge.