Future-proofing Prestige with a brand transformation

The Challenge

Prestige is one of the UK’s leading cookware brands, but the category has evolved rapidly around it. Cutting-edge competitors were attracting younger customers through innovative products, high-profile partnerships and distinctive, contemporary branding, leaving Prestige at risk of being pushed to the sidelines and associated with an older generation rather than the home cooks and foodies of today. Meyer partnered with RKH to completely redefine the brand, from its strategic foundations through to its visual identity, to ensure Prestige remained relevant, distinctive and commercially competitive for years to come.

This wasn’t just a logo redesign. The challenge was to transform Prestige’s perception from a dated, traditional cookware brand into a contemporary and aspirational choice for a new generation of home cooks, while retaining the trust and recognition built over decades. We needed to understand changing consumer behaviours, retailer expectations and the competitive landscape before creating a brand capable of standing out in a crowded market, both online and in-store. Every decision was informed by evidence and data, balancing Prestige’s heritage and credibility with a bold new identity designed to drive relevance and appeal.

The Solution

Rather than trying to appeal to everyone, we helped Prestige identify a more focused audience with the greatest opportunity for growth: the ‘Stylish Foodie’. The research revealed a gap in the market for cookware that combined high performance and quality with the design-led, lifestyle appeal this audience was looking for. Prestige was failing to speak to this consumer, creating an opportunity to make cookware that didn’t just perform brilliantly, but looked good enough to be part of the experience.

We brought this audience to life through Ella, our 25–35-year-old customer persona: a confident home cook who loves hosting, cares about aesthetics and setting the table, and takes inspiration from Instagram and Pinterest. She wanted cookware that would last, perform and complement her lifestyle, rather than compromise on style for functionality.

These insights shaped the brand strategy, customer value proposition and positioning around making style-led, high-quality cookware attainable. We developed a bold, contemporary identity that balanced design with durability and performance with personality, while retaining the heritage and credibility of Prestige. Multiple creative routes were tested with consumers, allowing us to refine the identity based on what resonated most strongly. The final brand was validated as distinctive enough to stand out in-store and was rolled out across packaging, brand guidelines, retail environments and 3D product and POS visualisations.

The Outcome

Prestige emerged with a bold new identity designed to stand apart from the rest of the cookware category and connect with a new generation of consumers. Rather than making incremental changes to an established heritage brand, the research and insight gave Meyer the confidence to take a bolder route, opting for a more distinctive direction, focusing on the needs, behaviours and aspirations of the ‘Stylish Foodie’.

RKH immersed themselves in our world. They cooked with us and worked alongside us to understand our organisation, our culture and what our industry needed. This wasn’t a light touch or a reskin. It was a re-imagining of our brand. It would have been really easy for us to just change the brand name or the logo, but actually having them closer to us allowed us to actually create something different and position ourselves in our own space, it’s added a massive amount of value to the business.”

The rebrand has enabled us to increase price points and margins and we already have big commitments from some of our major strategic partners.

Carl Wright, Marketing Director, Meyer Group

RESULTS

Whilst it’s still early days from a commercial perspective the initial response since its first reveal to retailers has been overwhelmingly positive. Strong feedback on the creative direction and its potential to make Prestige more relevant and distinctive in the market. The result is a clear, cohesive brand platform built around a defined audience and a strong point of difference.

A completely re-engineered brand that has added value and opportunity to Meyer’s portfolio.
An increase in Prestige's price points and overall margin
Big commitments from some of Meyer’s major strategic partners
Full commercial results to follow in 2027

I would highly recommend working with these guys [RKH].

The most impressive thing for me has been collaboration. The team that we’ve worked with has been incredible. They really listened to us, but they were very realistic with us as well, in terms of what we should be doing. It was really great to have that expertise from the team, to really guide us to where we are today.