The new classic
Great ingredients make great food. We believe that the right tools enhance the process of creating the perfect meal.
The New classic is a knife set that fits modern home cooks and includes references to traditional high-quality products. Each knife contains a small yet very intuitive signature to indicate the purpose. This allows people to immediately reach to the right tool while preparing a meal.
Based on the amount of selected utensils, users can buy the wooden storage blocks and create a custom setup. The blocks can be connected in various combinations, to be exhibited on the kitchen counter or hidden in a drawer.
Research
During the research, multiple insights were gathered amongst knife set consumers. Looking at the aesthetic details showed us that the most popular knifes often appeal to a traditional German riveted design. The main reason why people purchase those knifes is because they associate them with durable and long-lasting products.
Tiny living becomes more and more appealing, but brings up the challenge of an unorganized living environment. We received several times feedback like: ’I don’t see the need to buy more than a few basic knives for cooking’. Therefore most consumers select only one or two favorite knives, instead of a complete set. Another issue of big knife sets is that people cannot distinguish the knifes when they are stored in the block because all handles look the same.
How can we introduce a modern knife set that meets the individual requirements of every chef at home?
The solution
The new classic is a modular knife set that embodies both quality and craftsmanship. Each knife has a small icon on the rear part of the handle to represent its function. This allows the user to immediately select the right knife, even if they are stored in the block.
The set includes a pairing knife, steak knife, utility knife, carving knife, bread knife, chef knife and scissors. The wooden blocks can be purchased and stored in sets of two, based on the amount of selected utensils. The magnets that are located on the side of each block, allows users to compose their own set and store it according to their preference.
Icon on the handle allows users to distinguish the use of each knife
Blocks can be purchased based on the amount of selected utensils
The brand personality of the knife set is designed to enhance the product positioning, target group and company values
Modern craft
The New Classic is a fresh approach to German-style knives. The soft curves and straight cuts in combination with triangular rivets are a balanced combination of modern style with reference to traditional craftsmanship.
Flexible storage
People can connect the blocks according to the available space in their kitchen. The magnets give flexibility to align them against the wall, create a stand-alone pillar or place the blocks in a corner.
Multidirectional knife slots
The knife slots are approachable via two sides of the block. When the block is standing on the kitchen counter, users can insert knifes from the front side. In case the blocks are stored in a drawer, the opening on the long side of the block can be used.
