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PROJECT |
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Wilkinson Sword
Dartmoor survival knife
This project was the first step in repositioning the world famous Wilkinson Sword brand into a new market for collectors. Following the launch in 2003 supply barely kept up with demand. The whole product development budget was recouped in six months.
Collectors and users of military memorabilia place value on authenticity, craftsmanship and belief in a sense of purpose. As this was the first of a kind for Wilkinson Sword, sales would be difficult to predict.
To take a responsible path, we identified suppliers that could make elements at the right cost, as part of the design process.
To gain a better understanding of the brand and the ambitions of the business, we collaborated with the researcher who had developed the brand promise, ‘craftsmanship with precision’. We went on exercise with Royal Marines’ survival experts; to learn about how these knifes would really be used. That experience also helped us to evaluate prototypes.
The end result is a survival knife designed to get attention, it is also designed to get the job done. Every single shape, feature and detail has a purpose. Each knife has a personality that owners take pride in telling stories about. |
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Initial exploration of the product's construction |
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An authentic experience was core to the design of the product, its packaging and all elements of product branding |
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