Eli Anderson Knives

Eli Anderson is a renowned chef who's worked globally for celebrity chefs such as Thomas Keller and Mario Batali. This background gave him a unique insight into the needs of culinary grade kitchen knives and the passion that chefs in particular have for this item in their arsenal. The price point is higher than the industry average therefore the target audience consists of people who are affluent or are willing to splurge on long lasting kitchenware. It also includes people who work in food and beverage and/or people who want to take being a home chef to another level. As this was a new company, it needed a complete brand identity that included a logo, business cards, custom illustrations and marketing materials. The photography featured here is by David Scott Bowles.

Eli Anderson makes these one of kind knives by hand so our goal for his brand was to create a look that reflected his high end clientele and fostered trust in his product. We wanted people to instantly see that this item is worth the wait and investment.

The result is a monogram logo that is recognizeable as his initials but also mimics the shape of a knife in an elevated sense. The monogram is bold so that it can easily be etched onto the carbon steel. It has clean modern lines so that it compliments and adds value to the product and does not distract from the beauty of the knife. For the colour palette we went with black, white  and orange. The white and black have a classic luxury feel and the orange is known to represent confidence and warmth. In the end Eli Anderson Knives received a brand identity that spoke to his audience. Upon launch he was inundated with new clients and had a waiting list of two months.