• by Fern Siegel , May 30, 2024

Hybrid cookware brand HexClad tapped Joan as its creative agency of record.

The 8-year-old brand has charged Joan with new positioning, strategic and creative development.

“Their expertise and creative vision, combined with their badass spirit will be instrumental in defining our strategic direction and bringing it to life,” said Christiane Paul, Chief Brand Officer of HexClad.

Joan is charged with increasing the millions of customers who utilize the cookware. Crafted with a laser-etched hexagon design, HexClad combines stainless steel with a proprietary nonstick surface constructed to last a lifetime.

“The minute we met HexClad, we felt they were kindred spirits with a desire to make some real noise. We’re thrilled to partner in developing a creative platform that will establish this brand as an unmissable icon in kitchens across the globe,” said Theo Gibson, executive creative director at Joan.

The first work will launch nationally in September.

The agency's clients include eBay, S&P Global, Brawny and Google, Virgin Hotels. It has offices in New York and London.