Buying a new appliance or piece of cookware is an investment for many consumers. If they’re going to clear space in a cabinet or countertop for a new tool, they’re going to have thought long and hard about the purchase, whether that’s a blender for morning smoothies or a workhorse skillet to lighten the load of dinner prep.
For cookware and appliance brands marketing to these consumers, presenting your products has its challenges: You must show, at a glance, how something is aesthetically beautiful, easy to use, and, ultimately, how it will make their lives easier. Your marketing collateral needs to include form, function, style, and quality. Dish Works is a one-stop solution for branding and content. We’re staffed by a full-time team of professional chefs, photographers, food stylists, art directors and video editors who work together like a well-seasoned kitchen brigade. For cookware and appliance brands, we’re a built-in creative department that moves fast, delivers high-quality assets on time and on-budget and truly understands your product.
Content Tip #1: Mix It Up
When it comes to cookware and appliance content, we strongly suggest that brands develop a suite of content types.
Of course, most brands selling a physical product need clear, sharp, eye-catching product photography for packaging artwork. From our impressively appointed photo and video studio, our team can shoot design assets specifically formatted for packaging. That includes precision work to fit dielines, highlight features and benefits, and showcase your product beautifully on shelf and screen.
But in this all-digital-everything era, product photography isn’t enough. Brands also need a catalogue of enhanced content for every digital touchpoint, from ecommerce video demos to vertical social media reels. Dish Works’ content for cookware and appliance brands is designed to look amazing and to perform across different channels and platforms.
This content doesn’t need to be TV ad-level; in fact, a slightly lo-fi aesthetic lends an accessible feel. Consumers are not as captivated when brands only feature overly-produced content: the strategy is to have both, to lean into authenticity. Our team has created lifestyle and product content for standout brands, like TFal, Le Creuset, All-Clad, SMEG, and Dash. Take a look at their channels and you’ll see everything, from elegant hero shots to User Generate Content recipe videos that match today’s algorithm-friendly formats.
This is where our captivating content can help deliver serious results: helping your brand turn scrolls into clicks, and clicks into conversions.
Content Tip #2: Strategic Visual Storytelling
Before clicking “Add to Cart,” consumers don’t just need to see a product — they need to envision it in their homes, their kitchens, and their daily lives. That’s why we blend multiple essential content styles: polished product photography and aspirational lifestyle visuals.
For example: On a cookware brand’s website, a glossy enameled Dutch oven should be featured against a neutral or white background to accentuate its elegant shape, heirloom quality details and functional benefits. Further down the page, let’s see it on a butcher block counter with a saucy stew inside. Then, on social media, an influencer-style video shows the Dutch oven in action, with styled ingredients and props, and appetizing steam rising from the surface.
For bigger purchases, like a new refrigerator or espresso machine, the stakes are even higher. Yes, consumers want to be educated on all the bells and whistles, the features and benefits that really will make their daily routines smoother and more enjoyable. But, they also need to see the products come to life, with on-brand visuals that evoke emotions, like: This fridge, full of healthy, colorful food, will be there, day in and day out, as I feed my loved ones. Or: I’ll feel so sophisticated serving espresso with dessert at my next dinner party.
The content that Dish Works produces for your brand creates the building blocks of a storytelling-rich content strategy. And thanks to the skills of our culinary team, art directors and stylists, our customizable sets and deep prop collection, your products will never have looked so good. Our video and photo crew also has experience shooting even the most reflective, finicky surfaces (we’re looking at you, stainless steel), so you’ll get stunning visuals that make your products stand out from the competition.
Content Tips #3: Work Across Platforms
Most consumer journeys aren’t linear. Someone might discover your product in a casual Instagram scroll, research it through TikTok, and finally make the purchase via Williams Sonoma or Target. That’s why consistency across platforms is key. With Dish Works, we help brands maintain a cohesive visual identity across social and ecommerce — without simply copying-and-pasting assets.
Consumers should see similarities when they look at your brand’s website and social, as well as third-party ecommerce sites.
If they’re googling your products or perusing your website, they’ll likely be targeted by social media algorithms. So when a video on social is similar to a casual, influencer-style video on Amazon, customers feel like they’ve “seen this before” when they land on the product page — because they have. It’s the same content they scrolled past and engaged with already, which creates a more approachable, lifestyle-driven, add-to-cart experience. That’s a strategic way to make your products feel familiar and build your brand story across platforms. Familiarity builds trust. And in the world of ecommerce, trust converts.
Dish Works is more than a content studio—we’re your brand’s creative ally. Our in-house team means you don’t have to manage multiple vendors, chase down freelancers, or spend weeks aligning content strategy with creative execution. Our process is built for efficiency and clarity. We work closely with marketing teams to understand your product’s key selling points, brand voice, packaging specs, and audience, then execute across the board with creativity and care.
Ready to take your cookware or appliance brand’s content strategy to the next level? Reach out to start the conversation.