Brand Spirit: Striking in their grace
The Challenge: Benchmade, a maker of premium knives, wanted to grow but was concerned that moving their production overseas would damage their reputation and sales. How do you launch a foreign-made, value-priced line of products for a premium brand without damaging the equity and prestige of the parent brand and company?
Insight: Being handmade in the U.S. is integral to Benchmade’s perception as a premium brand. Any move downmarket by manufacturing overseas would have to be countered by a move up market.
Big Idea: Create a portfolio of products that would allow for increased production overseas but wouldn’t hurt Benchmade’s reputation by maintaining an “equilibrium of premium.”
The Work: We created a new product line structure that color-coded line extensions at price points both below and above Benchmade’s original range. Red represented the entry-level products produced overseas. Blue, the color that was already synonymous with Benchmade’s premium knives, and gold was for a new line of ultra-premium, limited-edition knives that counterbalanced the red line. We also created a black class for military and law enforcement products. Beyond our portfolio work, we rebranded Benchmade with a greater emphasis on the premium nature of their knives, then introduced the new products to consumers.