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Design & Creative Branding from the Twins
By: Cindy Wendland
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Joseph & Joseph is a family business that grew out of a family business. The twin brothers started the company knowing only that they were going to be design-led. Their father asked them to join the family glass business. The sons branched out and went on to start their own company. Early on, they listened when their customers rejected some items and told them to focus on others that were selling well. They design and sell housewares that are stylish and technically innovative.

The Joseph & Joseph brand is British. They decided to go beyond the UK right away to target sales globally. This decision has helped them achieve over 75% of their sales overseas. Diversification and product attributes that translate across borders were two important branding decisions that helped build this level of sales.

Cooking stores, cooking shows, and kitchen ideas on Pinterest are pervasive these days. We spend time admiring and browsing through all the kitchen gadgets at Target and Williams Sonoma. Just as we are looking for more efficiency in other parts of our lives, we applaud it when it makes our cooking easier.

At our house, we have a watermelon knife that is red, green, and has black seeds on the blade. We have colored nesting mixing bowls. We have an onion chopper. We have a crinkle cutter. We have an oversized red pancake flipper. We use these items often. These things make us happy and make cooking and baking more enjoyable.

Joseph & Joseph brings welcome unique design to housewares. They realize to keep their brand growing they need to create really inventive products that people use every day. We look forward to more of their designs.

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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