What's Cooking
Product Design
Product Design
Product Design
Year
'22-25
Client
Kraft Heinz
Service
Product Design
Year
'22-25
Client
Kraft Heinz
Service
Product Design
Year
'22-25
Client
Kraft Heinz
Service
Product Design
Turning cooking into a social, creative playground for Gen Z hands-on foodies. This case study is a work in progress! More updates coming soon.
Turning cooking into a social, creative playground for Gen Z hands-on foodies. This case study is a work in progress! More updates coming soon.
Turning cooking into a social, creative playground for Gen Z hands-on foodies. This case study is a work in progress! More updates coming soon.
© What's Cooking
© What's Cooking
© What's Cooking
Challenge
Kraft Heinz wanted to engage Gen Z beyond traditional marketing, building a digital community around food—similar to how Nike connects users through the Nike Running Club. Existing recipe platforms felt static and uninspiring, leaving a gap for a social, creative cooking experience.
Solution
What’s Cooking is a recipe app that reimagines cooking as a collaborative, interactive act for Gen Z hands-on foodies. By showcasing curated creators and their ideas, the app empowers users to discover new dishes, personalize recipes, and share their own twists. It frames cooking as a social experience, fostering community, creativity, and joy—building a digital culture that connects young cooks to each other and, ultimately, to the brand.
Challenge
Kraft Heinz wanted to engage Gen Z beyond traditional marketing, building a digital community around food—similar to how Nike connects users through the Nike Running Club. Existing recipe platforms felt static and uninspiring, leaving a gap for a social, creative cooking experience.
Solution
What’s Cooking is a recipe app that reimagines cooking as a collaborative, interactive act for Gen Z hands-on foodies. By showcasing curated creators and their ideas, the app empowers users to discover new dishes, personalize recipes, and share their own twists. It frames cooking as a social experience, fostering community, creativity, and joy—building a digital culture that connects young cooks to each other and, ultimately, to the brand.
Challenge
Kraft Heinz wanted to engage Gen Z beyond traditional marketing, building a digital community around food—similar to how Nike connects users through the Nike Running Club. Existing recipe platforms felt static and uninspiring, leaving a gap for a social, creative cooking experience.
Solution
What’s Cooking is a recipe app that reimagines cooking as a collaborative, interactive act for Gen Z hands-on foodies. By showcasing curated creators and their ideas, the app empowers users to discover new dishes, personalize recipes, and share their own twists. It frames cooking as a social experience, fostering community, creativity, and joy—building a digital culture that connects young cooks to each other and, ultimately, to the brand.
What's Cooking.com
Away From Home
What's Cooking.com
Away From Home
What's Cooking.com
Away From Home