Kagatani Knife: Salmon/Pineapple/Meat

KAGATANI Knives aimed to enhance their image and target market by depicting the super sharp blade of the Japanese knife through an innovative method.

Kagatani Knife: Salmon/Pineapple/Meat

Grey Tokyo

SUMMARY

  • Challenge

    KAGATANI Knife is a manufacturer/distributor of high quality cutleries based in Asakusa, a traditional city of Tokyo, operating since 1890. The sharpness of the blades produced by KAGATANI Knife is the result of master craftsmanship. While mechanization has been progressed, it persistently maintains its traditional techniques. The objective of this campaign was to communicate the sharpness of blades simply.

  • Implementation

    Blinds were used as a medium.

    Photos of “salmon”, “pineapple” and “raw meat” - known as hard-to-cut food - were pasted separately onto blinds. When blinds were opened (turned) you could see each...

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