Chef’s Choice, a globally recognized brand in technologically advanced knife sharpeners and countertop appliances, faced a challenge despite its presence in over 80 countries. With a portfolio of over 100 models spanning various product categories, the brand grappled with a fragmented architecture and outdated graphics. To sustain its leadership and drive new sales, the marketing team collaborated with HBX for a comprehensive brand evaluation and refresh.

Recognizing consumer alienation from feature-focused communication and graphics, we strategically re-positioned the brand. We emphasized professional-grade appliances for everyday use, shifting the focus from the act of sharpening to the end benefits. This approach created a softer brand image and broadened the target audience from older males to 25-55 year old males and females. Our team developed a modern brand architecture featuring premium product photography and simplified communication, enhancing shoppability and product differentiation. A revitalized brandmark and packaging architecture drove brand consistency and provided Chef's Choice with a system to accurately position and communicate their offerings.

Chef’s Choice, a globally recognized brand in technologically advanced knife sharpeners and countertop appliances, faced a challenge despite its presence in over 80 countries. With a portfolio of over 100 models spanning various product categories, the brand grappled with a fragmented architecture and outdated graphics. To sustain its leadership and drive new sales, the marketing team collaborated with HBX for a comprehensive brand evaluation and refresh.

Recognizing consumer alienation from feature-focused communication and graphics, we strategically re-positioned the brand. We emphasized professional-grade appliances for everyday use, shifting the focus from the act of sharpening to the end benefits. This approach created a softer brand image and broadened the target audience from older males to 25-55 year old males and females. Our team developed a modern brand architecture featuring premium product photography and simplified communication, enhancing shoppability and product differentiation. A revitalized brandmark and packaging architecture drove brand consistency and provided Chef's Choice with a system to accurately position and communicate their offerings.

Chef’s Choice, a globally recognized brand in technologically advanced knife sharpeners and countertop appliances, faced a challenge despite its presence in over 80 countries. With a portfolio of over 100 models spanning various product categories, the brand grappled with a fragmented architecture and outdated graphics. To sustain its leadership and drive new sales, the marketing team collaborated with HBX for a comprehensive brand evaluation and refresh.

Recognizing consumer alienation from feature-focused communication and graphics, we strategically re-positioned the brand. We emphasized professional-grade appliances for everyday use, shifting the focus from the act of sharpening to the end benefits. This approach created a softer brand image and broadened the target audience from older males to 25-55 year old males and females. Our team developed a modern brand architecture featuring premium product photography and simplified communication, enhancing shoppability and product differentiation. A revitalized brandmark and packaging architecture drove brand consistency and provided Chef's Choice with a system to accurately position and communicate their offerings.

Chef’s Choice, a globally recognized brand in technologically advanced knife sharpeners and countertop appliances, faced a challenge despite its presence in over 80 countries. With a portfolio of over 100 models spanning various product categories, the brand grappled with a fragmented architecture and outdated graphics. To sustain its leadership and drive new sales, the marketing team collaborated with HBX for a comprehensive brand evaluation and refresh.

Recognizing consumer alienation from feature-focused communication and graphics, we strategically re-positioned the brand. We emphasized professional-grade appliances for everyday use, shifting the focus from the act of sharpening to the end benefits. This approach created a softer brand image and broadened the target audience from older males to 25-55 year old males and females. Our team developed a modern brand architecture featuring premium product photography and simplified communication, enhancing shoppability and product differentiation. A revitalized brandmark and packaging architecture drove brand consistency and provided Chef's Choice with a system to accurately position and communicate their offerings.

Chef’s Choice, a globally recognized brand in technologically advanced knife sharpeners and countertop appliances, faced a challenge despite its presence in over 80 countries. With a portfolio of over 100 models spanning various product categories, the brand grappled with a fragmented architecture and outdated graphics. To sustain its leadership and drive new sales, the marketing team collaborated with HBX for a comprehensive brand evaluation and refresh.

Recognizing consumer alienation from feature-focused communication and graphics, we strategically re-positioned the brand. We emphasized professional-grade appliances for everyday use, shifting the focus from the act of sharpening to the end benefits. This approach created a softer brand image and broadened the target audience from older males to 25-55 year old males and females. Our team developed a modern brand architecture featuring premium product photography and simplified communication, enhancing shoppability and product differentiation. A revitalized brandmark and packaging architecture drove brand consistency and provided Chef's Choice with a system to accurately position and communicate their offerings.