der Säbel
A subsidiary brand to Chef Sac, designing the brand, product, packaging and advertising that surrounded these German Steel blades became one of the closest projects to my heart.
Stemming from a holding brand which was specifically curated for professional cooks, culinary students and the working chef, I molded a high quality knife brand. der Säbel produces knives with strength priced in the mid-range market, making the product accessible to the majority of the culinary professionals within.
Product Design
Through market research, not only on the products in the industry but also on the needs of industry workers, we were able to fine tune two specific knives for everyday kitchen use. Made with 1.4116 imported German Din Steel, comprised of 0.5% Carbon and 15% Chromium, we ensured durability from the start. Incorporating a full tang metal skeleton, the lifetime of the product was unquestionable extended through this solid foundation. Being able to carry these specifics out for both our 7 inch Santoku and our 8 inch Classic Chef's Knife, our line was born for the Culinary Mavericks of the kitchen.
Packaging
Made from imported German Steel, der Säbel translates to The Sabre, alluding to its cultural roots as well as the sabre tooth tiger as a correlating symbol of durability. The typeface references progressive german design with its bauhaus reminiscence and the gold gradient used in the packaging upholds the perceived quality upon a first impression.
Social Media Advertisements
Leading followers towards our professional chef blog written about care for your kitchen knives drove an increase in credibility in our brand's position as well as subconscious awareness of our new product. Producing pre-release creatives leading followers to out exclusive
sign-up list also helped to drive anticipation among our global audience.
Short Video
Directing, storyboarding and writing the copy for this 3D Render based video advertisement allowed me to introduce the product to the market before production of the physical product finished. This jump start on the creative showcasing of the knife kept us ahead of the bell-curve leading up to the drop.
Directing, writing and shooting for the physical demonstration allowed me to obtain specific and creative shots exhibiting the knife's performance. Playing with various foods, actions and lighting gave me the freedom to optimize the use of its shape and reflective nature to create dynamic and eye-leading video.
der Säbel
A subsidiary brand to Chef Sac, designing the brand, product, packaging and advertising that surrounded these German Steel blades became one of the closest projects to my heart.
Stemming from a holding brand which was specifically curated for professional cooks, culinary students and the working chef, I molded a high quality knife brand. der Säbel produces knives with strength priced in the mid-range market, making the product accessible to the majority of the culinary professionals within.
Product Design
Through market research, not only on the products in the industry but also on the needs of industry workers, we were able to fine tune two specific knives for everyday kitchen use. Made with 1.4116 imported German Din Steel, comprised of 0.5% Carbon and 15% Chromium, we ensured durability from the start. Incorporating a full tang metal skeleton, the lifetime of the product was unquestionably extended through this solid foundation. Being able to carry these specifics out for both our 7 inch Santoku and our 8 inch Classic Chef's Knife, our line was born for the Culinary Mavericks of the kitchen.
Packaging
Made from imported German Steel, der Säbel translates to The Sabre, alluding to its cultural roots as well as the sabre tooth tiger as a correlating symbol of durability. The typeface references progressive german design with its bauhaus reminiscence and the gold gradient used in the packaging upholds the perceived quality upon a first impression.
Social Media Advertisements
Leading followers towards our professional chef blog written about care for your kitchen knives drove an increase in credibility in our brand's position as well as subconscious awareness of our new product. Producing pre-release creatives leading followers to our exclusive
sign-up list also helped to drive anticipation among our global audience. Producing a social plan first-hand to highlight initiatives such as this and others helped to manage efficiently both the content and the team-memebers.
Short Video
Directing, storyboarding and writing the copy for this 3D Render based video advertisement allowed me to introduce the product to the market before production of the physical product finished. This jump start on the creative showcasing of the knife kept us ahead of the bell-curve leading up to the drop.
Directing, writing and shooting for the physical demonstration allowed me to obtain specific and creative shots exhibiting the knife's performance. Playing with various foods, actions and lighting gave me the freedom to optimize the use of its shape and reflective nature to create dynamic and eye-leading video.
The Chopping Block
Directing and storyboarding a sample video for a new advertisement or brand story video, I found myself with the chance to film a short series with Stephen Fournier. Head Chef at Black Sheep Cocktail Bar and Brazenhead Pub, we were able to grab industry insights from behind the counter.
Everything between his take on designing a menu, to the story behind his food and finally the tools he uses to execute was designed to be shot and covered within my detailed brief.
Our final long-form execution designed for the landing page and youtube.
As we cut multiple formed of the content for various executions across our
omni-channel reach (mostly socials),
I was able to hone in on specific aspects depending on the audience which inhabited that space.
The #1KnifeChallenge
On a mission to prove the range that the Santoku and Chef's Knife carried
when it came to executing tasks in the kitchen, we called on chef's to show us some impressive skills for a chance to be featured and win enticing prizes.
This is how I marketed the challenge.
With mostly social executions, we branded the challenge and ran digital advertisements to entice the participation of online chefs. Calling upon their skills and asking for validity invoked an action triggering reaction among our audience.
Along with heroic product shots that portrayed the winnings of the chosen maverick, I directed content such as short videos that could be used along the way to help participants and the audience further understand the steps of the challenge.
The Patriot Bundle
With a large portion of our audience being based in the United States, through market research we found that an American-Patriot angle would do well among our demographic. Through this our holding brand decided to bundle our products together that would best outfit the classic American Chef.
With input in directing the edits for the main video ad, storyboarding the product specific gifs, and designing elegant product shots, our bundle made it across multiple platforms reaching wide audiences.
Branded Digital Magazine
Not only only were we building brand loyalty and curating trust between the consumer, but we we're having a lot of fun while we were at it as well. As an ex-culinary industry worker and cooking enthusiast, this was like a dream come true for me.