CW by Corningware® Ceramic Bakeware Line

Color in ceramic bakeware was a growing segment and Corningware® was a "category captain" for many retailers with the French White® design. With the goal to grow World Kitchen's market share, CW by Corningware® ceramic bakeware shapes were designed to be the solution bringing compact, stable-stacking ware that would handle easily from oven to table. The shapes nest tighter than most competitive ceramic bakeware so less storage space is needed for this line. Secure covers were developed to expand the baker's usefulness.

Although made from oven ready stoneware, the flexible shapes were designed for the bake and/or serve habits of younger experimental home cooks. These bakeware shapes can also be paired up to offer more serving options. The launch colors were driven by retro-modern fashion influences and designed to work as mix-and-match hard working pieces. In the ceramics market, colors change every two to three years and the CW shape was made to be a blank slate for any future trend influenced color, texture and pattern decoration. 2016 color options offered a new take on a small nature-based neutral palette and desaturated popular shades of red and blue.

Launched in 2013, the line received a Good Design Award in 2014.

Art direction and photo styling by Anne Moser

Photo credit: Marina Samovsky