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Kitchen knives

Taylor’s Eye Witness

About the Project

H Creative Brand Design were commissioned by marketing group The Source and together we worked closely with the Taylor’s Eye Witness board, to create this strong brand identity. The branding was evolved from their previous logo, to retain some brand synergy, whilst creating a stronger presence in the retail sector. H Creative implemented the branding across a wide range of applications, including product branding, an extensive packaging range, product brochures and exhibition panels.

Taylor’s Eye Witness have been making knives and cutlery in the centre of Sheffield since 1838. To celebrate this remarkable achievement they developed the Heritage Series of kitchen knives. The branding and the design of the packaging called for a large slice of history, so we sought inspiration from the company’s original 19th century catalogues for inspiration.
Taylor’s Eye Witness also manufacture and market the famous Sabatier brand of kitchen knives. H Creative were commissioned to design the Sabatier Professional brand, with packaging specifically designed to reflect the quality and precision of this hand-finished kitchen tool. The design process carefully considered the use of materials for pack construction, and devised a solution with low environmental impact.

A small selection of brochure inserts from the folder based brochure design for Taylor’s Eye Witness. Each insert features a specific product range from Taylor’s – from classic and contemporary kitchen knives through to pocket knives and utensils. The range of inserts follows a standardised Taylor’s style, but each insert has been designed to feature the specific product qualities.

The Brief

A brand evolution

The challenge was clear. A company with a great product, looking to expand into new retail markets. The first step was to evolve a tired identity into something fresh, without losing it’s heritage.

Originally patented in 1838, Taylor’s Eye Witness have been creating high quality, hand finished knives and cutlery ever since. The eye device has been an enduring symbol of the brand, which we incorporated into a fresh contemporary logo – which now features strongly on all packaging and marketing materials.

It was important to create a value hierarchy within the product range, to enable customers and business partners to easily differentiate between price points. Therefore we created a ‘good, better, best’ approach, with the three fundamental levels each using a clearly defined colour palette and packaging standard.