Kitchen Warehouse elevates its Wolstead brand with a confident new identity via Block, Perth
National retailer Kitchen Warehouse’s performance cookware brand Wolstead, has unveiled a bold new identity, crafted by Perth-based branding and creative agency Block.
Since launching in 2018, Wolstead has grown to a 180-strong product range spanning cookware, appliances, knives, and boards. The rebrand was driven by the need to sharpen its market positioning and increase visibility in a highly competitive retail environment.
“Wolstead hits a unique sweet spot—it delivers performance comparable to leading European brands, but by working directly with specialist manufacturers, we can offer it at a more accessible price point,” says Kitchen Warehouse Chief Customer Officer, Simon Lamplough. “We needed a brand system that could clearly communicate this across an ever-expanding range.”
The refined brand idea, ‘For Those Who Know,’ encapsulates Wolstead’s quiet confidence and professional-grade quality. “Many professional chefs choose Wolstead for their home kitchens because they know great cooking starts with great cookware, and that doesn’t always mean paying a premium,” says Block Co-Founder & Creative Strategy Director, Mark Braddock.
Visually, the identity is both bold and understated, reflecting the strength and durability of the products. A sophisticated colour palette sets the stage for striking product photography—where cookware appears to levitate, nodding to the alchemy of great ingredients, technique, and equipment coming together to create magic. This floating aesthetic extends across brand photography, promotional materials, digital platforms, and in-store displays.
The new brand identity is designed to scale, ensuring consistency across Wolstead’s extensive and growing product range—including new knife collections, ice cream makers, air fryers, and ceramic bakeware. The latest Wolstead Mineral line expansion introduces ceramic bakeware featuring the brand’s proprietary Ceramax coating, a non-stick surface free from PFAS and PTFE chemicals, catering to an increasingly conscious consumer base.
Results demonstrate the power of the rebrand, with sales of Wolstead up over 50% vs last year. “The rebrand is doing a brilliant job of driving increased visibility and engagement in-store and online, and has been a key factor in setting Wolstead up for success.” adds Lamplough.
