Role: Design Director
Brief: Expand Hinoki's product range beyond its established premium handmade knife to reach broader market accessibility. Develop a scalable line that retains Japanese craftsmanship while enabling more accessible price points, launching via Kickstarter to validate demand and fund manufacturing.
Key Responsibilities:
- Developed product strategy balancing premium positioning with market accessibility.
- Led research identifying core offering: Bread, Chef, and Paring knives.
- Interpreted brand heritage through modern lens, drawing from traditional Japanese forms (Magurokiri, Santoku, Petty).
- Directed manufacturing partnership with renowned Japanese producer to maintain quality while enabling scalability.
- Designed complementary product ecosystem: sharpening block, knife sheath, oil container.
- Led brand visual direction across website and press photography.
Outcome: Launched via Kickstarter, raising $600,000 and exceeding funding goals. Expanded Hinoki's global reach while maintaining brand integrity, establishing the range as accessible to home cooks without compromising its luxury appeal.
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