GIR kitchen tools are meticulously designed to enhance the cooking experience, combining precision, versatility, aesthetics, and quality. I led the creative direction for the new Ultimate Rolling Pin, inspired by the classic French rolling pin and updated with GIR’s signature multicolored silicone accents for both form and function. We introduced two colorways: Carrara, featuring cool-toned neutrals inspired by our core colors, and Shortcake, with bold, happy brights and pops of pastels. For the DTC launch campaign, we showcased both colorways in use through savory and sweet recipes, using vivid and inspirational imagery to highlight the unique functionality and aesthetics of the tool.

Additionally, I directed the creative development for two new additions to our best-selling World Flavors Collection Tool Sets: Madrid and Danish. These sets were designed to capture the essence of their respective culinary traditions. The Madrid set features hues inspired by the rich, vibrant flavors of Spanish cuisine, while the Danish set reflects the minimalist, yet cozy aesthetics of Scandinavian design and cooking.