Equal Parts
Food and beverage consultant · Core City
3536 Michigan Ave, Detroit, MI 48216
Highlights
Premium beverage solutions: juices, garnishes, bitters, NA/RTD
Premium beverage solutions: juices, garnishes, bitters, NA/RTD
"The cookware startup is offering a sitewide 20% discount for Cyber Monday on Dec. 2, positioning itself as a focused option for discounted, design-forward cookware." - Ellie Krupnick
"A beginner-friendly cookware company that designs straightforward, unintimidating pieces; its Cyber Monday promotion is 20% off sitewide, including a new dishwasher-safe, ceramic-coated nonstick called Your Big Pan, and every purchase includes an eight-week coaching service offering real-time text guidance on cooking basics." - Gray Chapman
"Founded as a direct-to-consumer cookware line from Pattern (the company that used to be known as Gin Lane), the brand pairs simple, pleasant-to-use pots and pans with judgment-free guidance designed to make everyday cooking more enjoyable. It explicitly frames itself as addressing millennial burnout — founder Emmett Shine has said the company is “raising awareness of burnout caused by work culture [and] the attention economy” — and recently drew fresh attention after a prominent BuzzFeed feature and a thoughtful essay by Anne Helen Petersen that moved from skepticism to partial endorsement. Positioned alongside other DTC and restaurant-linked cookware startups, the company emphasizes selling a broader, visionary solution (akin to self-care) rather than just products, a tactic intended to help it stand out in a competitive market." - Ellie Krupnick
"A newly launched cookware label from a retooled branding agency that adopts an Apple-inspired, minimalist aesthetic: matte-black pots and pans with smooth surfaces and clean lines designed to feel gender-neutral. The dark finish is positioned as a visual 'canvas' to showcase food (examples cited include tomato sauce and shakshuka), and the restrained look is intended to photograph well for Instagram and other direct-to-consumer marketing channels, offering a serious, design-forward alternative to more colorful cookware entrants." - Ellie Krupnick
