{
  "slug": "caraway",
  "name": "Caraway",
  "website": "https://carawayhome.com",
  "category": "home",
  "angles": [
    "system"
  ],
  "thesis": "Turn cookware and storage into a visually coordinated kitchen system.",
  "question": "Compare the value of a set with the suitability of its individual pieces.",
  "from_reference": false,
  "observation": null,
  "mechanism": "Turn cookware and storage into a visually coordinated kitchen system.",
  "audit": [
    "Compare the value of a set with the suitability of its individual pieces.",
    "Collect three dated examples across at least two creative formats and save their original source URLs.",
    "Compare against two brands in the same category; distinguish an original idea from a common category convention."
  ],
  "products": [
    "caraway-10-cup-coffee-maker",
    "caraway-cookware-set",
    "caraway-trash-recycling-duo-rectangular"
  ],
  "image": null,
  "evidence": {
    "status": "homepage-snapshot",
    "label": "Homepage snapshot",
    "source": "https://carawayhome.com/",
    "checked_at": "2026-10-13",
    "scope": "Homepage title, description and selected headings only. No ad-library, checkout, origin-history or performance review.",
    "excerpt": "180,000+ 5-Star Reviews. Free Shipping & 30-Day Trial. Kitchenware you can trust. From a ceramic coating made without…"
  },
  "dtc_native": {
    "status": "not_assessed",
    "reason": "A direct storefront does not establish digital-native origin, current ownership, or a majority-direct sales mix."
  },
  "ranking": {
    "status": "not_scored",
    "score": null,
    "reason": "Campaign sample, peer comparison and DTC-origin evidence are incomplete."
  }
}