Magazine B – Issue 19: Thule
Magazine B is an ad-less monthly publication that introduces one well-balanced brand unearthed from around the globe in each issue. between its covers, Magazine B not only shares untold stories behind the brand but also its sentiment and culture that any readers interested in brand marketing and management can leaf through with ease.
Founded by twin brothers in 2003, Joseph Joseph first started with a small business of making cutting boards in glass and has now grown to a kitchenware brand offering as many as three hundred fifty products. In every piece of products, uniqueness in form is combined with function to make cooking easier for cooks of all abilities. The kitchenware company is now expanding its product range from cookware to all kinds of tools that can adequately function in everyday lives.
B looks into a common cooking scene – the impossible struggle to keep the kitchen clean. Therein lies the secret of Joseph Joseph’s origins.
26 LINE UP
Joseph Joseph unveils a wide range of products every year, ranging from cooking utensils to kitchenware organizers. B has categorized Joseph Joseph products available in the market by purpose of use and their place in the cooking process.
32 INNER SPACE
Behind Joseph Joseph products, there is an attention to detail and sense of humor that cannot be easily found in the products of its rivals. B has delved into Joseph Joseph’s innovative ideas for eliminating inconvenience in its signature ranges.
B observed the process of making two dishes of different levels of difficulty with both a set of professional kitchenware owned by a chef and Joseph Joseph products. The results showed differences in the suitability of the different tools for different tasks.
50 TOOLS OF DAILY USE
The range of Joseph Joseph products can essentially be boiled down to the word “tools” in the kitchen. By showcasing tools in daily use, B looked into the range of “daily use tools” that the brand seeks to create.
A comparison was made between Joseph Joseph and other cookware brands that Joseph Joseph users own. The results showed some stark gaps in features, user experiences and level of satisfaction.
70 BRAND TO BRAND
B takes a peek into the kitchens of Joseph Joseph users.
81 B’S CUT
They may look like toys, but Joseph Joseph products fulfill their culinary roles in clever and surprising ways.
96 BRAND STORY
Starting with glass cutting boards less than a decade ago, Joseph Joseph has become very popular. Editors of B went to London to meet the twin brothers who founded the brand and discover just what sort of brand they want to create.
Neatly organized kitchens. And in them? Joseph Joseph.