Tasked with creating a brand vision and identity for Benchmade's newest venture into cutlery, we put together a campaign that would carve out a new place in Home & Dining for American-made products, and celebrate the fine (and rugged) art of field-to-table cooking. The goal of the campaign was to show the complete journey—from forest, ocean, or field-to-table, wherever that table may be. The messaging, photography, videography, and design all laddered up to a concept of unpolished, hardworking, everyday cutlery to life, with images and stories intended to stir the audience at an emotional level.