While the old logo conjured a literal image of the mighty Columbia River—the company’s namesake—it had worn itself out. What they needed was a strong brand refresh that would more accurately reflect their reputation as innovators of quality, purpose-built knives and tools. That’s just what we did.
Then, with the help of award-winning photographer Nicolle Clemetson, we created a set of concept-driven images that captured their brand new tagline: Confidence in Hand.
With the branding in place, we put it into action with a completely new website that reflected the entirely new feel of the company. From an eye-catching homepage replete with stunning product imagery and engaging designer stories to sleek product pages, the capability of the new site finally reflects the ahead-of-the-curve nature of the company itself.
Packaging sets the tone. We redesigned the outdated, noisy look to bring it into alliance with the brand. By reducing the complexity, the polished packaging stands out on a shelf because of the simplification. In a competitive landscape, this is tantamount to creating a stellar product.
At SHOT Show, one of CRKT’s most important events of the year, many competitors display products in a sterile environment—beneath glass in a look-don’t-touch manner. We created angled displays that use magnets to hold products in place until a customer picks one up. This invites the trade show booth visitor to open, close, and view the product from any angle without salespeople. The result has been overwhelmingly positive..
Every year we’re impressed with the caliber of the new lineup. Invariably, so are the myriad people that swing by their tradeshow booth. To leave a lasting impression and motivate industry insiders to keep talking about CRKT long after everyone goes home, we create a 100+ page dealer catalog to act as a takeaway replete with custom imagery, fresh content, and new innovations.
Early on in our partnership with CRKT, we urged them to create rich, totally custom video assets to do justice by the excellent stories that build their brand from the foundation up. So far, we’re proud to have released a brand video, “Born in Oregon,” a behind-the-scenes peek into the Hawaiian shop of legendary designer, Ken Onion, and succinct supporting videos to explain Ken Onion’s most landscape-shifting innovation to date: Field Strip.
When you need to roll up the sleeves and get real work done, there’s only one agency that has just the right blend of working-class values + exceptional creative direction. Blue Collar.