Episode 4

Equal Parts

As the Pattern team prepares to launch Equal Parts, we hear about how they built the brand and what makes it unique in the market.

Pattern’s first brand, Equal Parts, offers cookware with a difference. In episode 4, we go behind-the-scenes to learn why Pattern decided to build a brand in the cookware space. We hear where the Equal Parts name came from, the diverse range of inspiration behind the brand and discuss some of the challenges ahead for the team as they build a direct-to-consumer cookware brand.

Must-listen moments

0:30 — Nick on what makes Pattern Brands unique

“Every company, every category now has 10 to 20 companies where  there's very little differentiation. They're just being built to sell some products to consumers. We're saying let's find a better way to think about companies.” — Nick Ling

1:55 — The problem Equal Parts is looking to solve

“People aren't resorting to cooking anymore because they don't have any comfort, intuition and confidence in the kitchen.” — Tyler Sgro

6:07 — Why Pattern decided to launch a brand in the cookware space

“Our north star at Pattern is how we help people create quality time. And I think there’s something universal about cooking and quality time that connects a lot of people together.” — Nick Ling

7:40 — The inspiration behind the Equal Parts brand

“I think there’s three kind of inspirations around some of the aesthetic and approach for the brand; one is 1970s American jazz or jazz in general around that time, the second was early 90s hip hop and a third is a scene in Ratatouille.” — Emmett Shine

Links

Other episodes

Episode 1

Gin Lane

With their agency at the forefront of its industry, success wasn’t quite what it seemed.

Duration: 23:09

Episode 2

The Major Leagues

Rediscovering the joy in everyday moments pulls the team towards a new mission.

Duration: 25:51

Episode 3

Enjoy Daily Life

Slow down. Pause. Step Back. The road to launch isn’t always straight.

Duration: 22:21

Episode 5

Next Up

After launching its first brand to market, the team reflects on the journey and what’s next for Pattern.

Duration: 22:21

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Credits

Emmett Shine

Creative Director & Co-founder of Pattern Brands

Camille Baldwin

VP Brand & Founding Team of Pattern Brands

Nick Ling

CEO & Co-founder of Pattern Brands

Erin Griffith

New York Times journalist, reporting on technology start-ups and venture capital

Nik Sharma

Direct-consumer strategist and marketer

Tyler Sgro

General Manager of Equal Parts

Richie Siegel

Loose Threads Founder & CEO

Max Miller

Audio engineer and producer based in New York City

Sandra Ferrari

Head of Production at Message Head

Jake Warren

Founder and CEO of Message Heard

Emily Whalley

Marketing and communications at Message Heard

Ash Read

Editorial director, Buffer