KNIFEWEAR — Mason Hastie

In 2015 I joined the Knifewear / Kent of Inglewood team to assist them with creating a strong brand identity for both their chains of shops including logos, shop design and a variety of promotional materials. Knifewear is known for their irreverent and fun attitude, and they wanted to preserve that, while also looking more professional. We also created the Knifenerd Guide to Japanese Kitchen Knives, a 320 page book that elevates the profile of their Japanese blacksmith partners in Canada, and educates their customers about the craftsmanship that goes into the products Knifewear sells.

Working with Knifewear has also allowed me to explore product photography, which I’ve enjoyed.

Knifewear Group also has a secondary brand, Kent of Inglewood, which is in the process of getting a refresh. You can see the progress made to date here.