Hogue Knives Rebrand
Brief
Hogue commissioned a complete rebrand of its knife line to better communicate the quality of its products and its U.S.-based manufacturing. Guided by internal and consumer research, the project included a new visual identity, brand guidelines, a product catalogue, packaging, photography, and video content. I led and executed every aspect, from strategy and copywriting through design, photography, packaging layout, and video production.
Brand Strategy – positioning, messaging, and content strategy
Visual Identity – logo, brand system, and design standards
Graphic Design – catalogues, packaging, and print advertising
Copywriting – catalogues, advertising, and video scripts
Photography & Retouching – studio and location photography
Video Production – concept development, production, and editing
Packaging Design – complete packaging across multiple product lines
Brand Book
Below are a few select spreads from the Brand Book. Developed as the foundation of the rebrand, it defined the visual identity, brand voice, messaging, typography, color palette, imagery, and design principles that guided every application of the new brand.
Print Catalogue
Video
Below is a reel of select footage from a 12-video campaign created to launch the rebrand. Blending studio product videography, manufacturing footage, and lifestyle imagery, the series established a visual narrative around American craftsmanship, precision engineering, and the confidence required in hard-use situations.
