Visual Measuring Cups and Spoons

Find the right measurement at an intuitive glance with the Visual Measuring line from Welcome Industries. A half simply looks like half—no more needing to read the labels. Inspired by basic geometry, the one-cup measure is a full circle, while the half, third and quarter cups are shaped like their corresponding semicircles. The same logic carries through with the Visual Measuring Spoons, launching this June.  

All the details have been considered in this thoughtful design, from curved handles which keep the nested set tidy, to the stacked height of the cups, which fits easily in a standard drawer. The labels are subtly debossed on the underside won’t ever rub off.

Made of high quality Tritan, Visual Measuring Cups & Spoons are long-lasting and dishwasher safe. And they’re made in Chicago just a few miles from the design studio, allowing for easy collaboration between the designers and the manufacturing team.

Welcome Industries was formed in 2015 by Pam Daniels and Brandon Williams, who met in grad at Northwestern University’s Segal Design Institute and went on to serve faculty and designers-in-residence. They’re passionate about imagining and creating new possibilities and inviting other folks into the process, expanding participation in the design field.

Visual Measuring Cups were a finalist for the Global Innovation Award at the 2019 International Home & Housewares Show, and are featured in the MoMA Design Store and catalog, amongst other select retailers.