Knife Block
Hexclad approached Vine as they were expanding their product line into kitchen accessories with a magnetic Knife Block.
I worked in collaboration with Vine’s brand and graphic design team to lead the physical packaging design strategy and concept design process in collaboration with our engineering team.
The brand ethos of Hexclad and its design family pillars provided guardrails for design exploration both in form, function, and user experience.
As an emerging brand, Hexclad wanted to make its logo and brand a prominent part of the unboxing experience. We explored various concepts ensuring the opportunity to make the brand mark a prominent feature of the unboxing while ensuring a product reveal and level of protection consistent with Hexclad’s premium appeal.
Initial concepts explore unboxing processes, product presentation, and creative ways to emphasize the Hexclad Logo.
The telescoping concept emphasized the quality of the knife block wood and adds drama to the reavel.
Using the logo profile as a 3d parting line between the top and bottom emphasizes the logo and adds to the brand recognition and value of the emerging brand.
The production concept utilizes a set of telescoping trays paired with corrugated inserts to provide cushioning product location and protection. The trays interlock around a silhouette of the brand logo, reinforcing brand equity and aiding to reinforce the customer’s purchase decision.
