CHICAGO
CUTLERY
Extending brand reach
As Chicago Cutlery sought to broaden its customer base, we created a design system with wide appeal for both new and existing consumers.
WHAT WE DID
Brand Repositioning Brand Identity Package Design Channel-specific Graphics
CHALLENGE
With the in-store prevalence of premium international brands and specialized product language, knife and cutlery purchasing can intimidate first-time buyers. Clarity at point-of-purchase becomes essential. Chicago Cutlery sought to be considered a “trade-up” purchase within the category. Our task was to help Chicago Cutlery build on its reputation among experienced users and reach out to new consumers—without straying from the brand’s integrity and heritage. We refreshed Chicago Cutlery’s brand identity and packaging strategy to invite less experienced buyers while maintaining the interest and trust of established customers.
SOLUTION
We created a brand identity and package design system with channel-specific graphics that would represent “attainable aspiration” for the seasoned buyer, and relatable, user-friendly quality for the emerging buyer target: a young, female audience (25-44) with disposable income. Our clean, uncluttered design featured friendly colors and hints of human interaction to help the newer consumer readily understand the package’s educational elements; simplifying the purchase decision.
Our friendly, clean mass market design (left) welcomed new customers, and our elegant, benefit-inspired design (right) communicated to the seasoned consumer.
A consistent brand look is maintained across all offerings within a recognizable brand architecture.
A consistent brand look is maintained across all offerings within a recognizable brand architecture.
New Identity