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Leveraging the insights, we created five concept families that balanced performance, technology, warmth, simplicity and intuitiveness in different ways. After vetting these internally, we put two of the concepts to the test. Our discovery process revealed that people want pro-grade items, but need them “warmed up” for everyday use—which means preparing meals shouldn’t feel like a job in a restaurant kitchen. This insight narrowed us down to a single visual brand language, and provided great feedback for refinement.VISIT WEBSITE