Wedge designs Stone&Skillet’s identity around the pan it’s named after

The skillet was hiding in plain sight. For more than a decade, it lived only in the name Stone&Skillet, the New England English muffin company founded in 2013 by two people griddling dough on a cast-iron pan in a Boston apartment. The pan that gave the brand half its name had never made it onto the packaging. But when Montreal-based brand and design studio Wedge was brought in to evolve the identity, the first move was to make that absent object the brand’s defining mark. Stone&Skillet has grown from a single product sold at farmers’ markets into a range stocked across more than 3,000 stores. The visuals, however, had not kept pace with the product. On shelf, the brand felt inconsistent and quieter than it needed to be, so Wedge’s task was to sharpen Stone&Skillet into something distinctive and ownable, build shelf presence in a crowded category and leave room for the range to grow. “The skillet was actually not an identifiable asset in the old identity at all. It only appeared in the brand name, so our goal was to amplify and celebrate that as a core visual within the brand going forward,” explains Sarah Schiesser, Design Lead at Wedge. The studio pared the pan back to its simplest form, a clean silhouette with a handle that doubles as a container for everything else on pack. The logo, the product name and the variant all sit framed inside it.