The Challenge
Chicago Cutlery needed to modernize its brand and launch across two very different retail spaces: mass-market stores and high-end specialty shops. The design system had to feel cohesive across both tiers while adapting separate product images and copy.
The Solution
• Mass-Market Tier: Designed bold brand blocks and clear product feature callouts for maximum shelf visibility in busy aisles.
• Premium Specialty Tier: Created a high-end look using metallic finishes, minimalist typography, and full-product photography.
• 360 Campaign System: Extended the visual identity beyond packaging into subway ads, wild postings, brand accessories, and social media content.
The Takeaway
A complete brand restage concept that proved how one core identity can flex across different price points, packaging formats, and multi-channel advertising.
