Creating a brand identity for a startup that sells woks.
Woksmith's target audience mostly lives in the suburbs, or in mid-size cities without huge Asian communities—the kinds of places where buying a wok online, or at Target, makes sense. They tend to have kids, or at least have settled into a life stage when buying cookware is something to consider. They include non-Asians looking to explore Asian cooking for the first time, and Asian Americans who didn’t pay enough attention to the cookware used by their parents while growing up.
DEFINE THE QUESTION
How do we surround the wok with a culture of inclusion?
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