Inspired by the chefs, and mimicking their work, our idea clearly demonstrated the prowess of the TRAMONTINA knives for sharp precision cutting, which are the unique differentiating qualities of the Tramontina brand.
We devised a special mechanism to bring the idea to life, which was implemented across all the pieces of communication. The idea intrigued customers visiting the showroom as it gave the illusion of the vegetables being neatly cut, and equally generated high customer engagement when interacting with the communication piece in magazines.
We used special paper material that could be easily shaped to produce this unique effect.
Creative Director:Nayef Mujaes
Art Director:Onur Karakurt
Illustrators:Lawrence Lee, Sami Al Jaber