Crafted cucina
WILLIAMS SONOMA
Making dough
This thoughtfully designed range of pizza and pasta tools helped grow the Williams Sonoma private label program by over 400% in just four years.
With a focus on stylish design, exceptional in-hand feel, and highly functional, task-specific tools, the collection brought new energy to classic Italian cooking – proving that great design sells as well as it performs.
Modern made Italian
In collaboration with celebrated chef Giada De Laurentiis, we developed a range of specialist tools designed to bring the spirit of Italian cooking into everyday kitchens.
Each piece was crafted to empower home cooks to explore authentic techniques with ease – combining Giada’s culinary insight with modern design sensibility for tools that feel as good as they perform.
“I really am excited about the tools, because they're super stylish. They're so easy to use and I feel like it might help people get a little more confident in the kitchen when it comes to making pasta. Regardless of whether or not you're actually going to make ravioli or use the cutters or use any of the tools, they look so stylish in your kitchen that it makes you look and feel like a pro. That's half the battle. Half the battle is getting to enjoy your time in the kitchen.”
GIADA DE LAURENTIIS /// CELEBRITY CHEF
Form meets flavour
Great Italian cooking is all about precision, and so are the tools behind it.
From ladles to ravioli stamps, each piece in the collection was designed with a deep understanding of every step in the preparation process shaped by extensive user testing and insights-driven research to deliver exactly what home cook needs, right when they need it.
Tools of taste
Every tool in the collection was designed with a clear purpose where precise function drives form, and refined aesthetics elevate the experience.
From oversized ladles to compact ravioli stamps, the design language adapts across sizes and proportions while maintaining a cohesive, unmistakably modern look that unites the range.
Where ideas simmer
We didn’t just design for the kitchen – we designed in it. Early sketches, foam models, and CAD prototypes were put to the test alongside real recipes and hands-on food prep. By cooking with our concepts, we uncovered friction points, refined ergonomics, and spotted moments ripe for innovation.
Through every splash of sauce and turn of dough, we found the insights that shaped smarter, sharper tools.
