peter maturi

Luke Hallam - lh85996 - FMP - www.luke-hallam.co.uk - June 2011

KNIVESTHEpeter maturi & sons



The 3 KnivesInformation guides for well known Leeds cookshop - Peter Maturi

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Logo

‘The 3 knives’ is the brand identity for the series of information guides for both staff and consumer regarding domestic Knife sales. The 3 knives is based around the initial purchase of 3 key knives which can be used for the majority of cooking requirements which are a Cooks knife, Paring knife and Serrated knife.

Intentions of the guides are to give clear instruction and information on a widely overlooked subject. The guides reflect the similar intentions of the cookshop itself, where majority of customers come for service and quality from staff and products.

peter maturi & sonsquality and service since 1899

Initial/existing logo for the stores.



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Guide range

The information is divided into 3 Categories- Knife choices, Anatomy and Aftercare. Each with easy to understand and accessible information, using correct terminology, but with explanation for novices up to experts. Colour scheme is reflected through out, and includes clear diagrams.


TangBolster

Fully forgedBelly

SpineButt

Tip

Handle

peter maturi & sons

Knowing your way around a knife is both key for Consumer and retailer. Knowing each piece of the knife can improve care, technique and see what quality should be on your kitchen knives.

Tip The tip of the blade.

Spine The back bone of the knife.

Bolster The reinforced centre of the knife where most pressure is applied.

Belly The flat area of the knife

Fully Forged When the knife is made from a single piece of metal.

Tang The metal part in the handle

Handle The Grip for holding the knife

Butt End of the knife

peter maturi & sons

There are many knives avaliable for a variety of different jobs. Other than The 3 knives, many different knives avaliable can be catered to specific jobs. If you feel you need a knive for example filleting or particular dishes, theres usually one available. Here are a few examples.

F L E X I B E L


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Sample Spreads

Examples of spreads from the anatomy and knife guide spreads, with clear instruction and reflects the intention of the brief. Dialogue is informal, accessible and ultimately useful.


A paring knife, is a small knife used for preparation of fruit and vegetables. The blade is firm and usually has a point for removing eyes and pips and very useful for smaller jobs and smaller items to chop. Ranging from a very small 7cm to around 12cm but seen as a utility knife.

peter maturi & sonsquality and service since 1899


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Demonstration mat.

A key part of the selling process of knives at peter maturi is for customers to get a feel for demonstration models, the mat provides protection for the work surface aswell as the knives incase of selling the product. The mat includes key pieces of information focused initially around the 3 knives, but also displays a sample of what is also avaliable.



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Screenbased guides

Aswell as three stores now open, Peter Maturi also has a webstore with a wide range of products. In addition to printed media avaliable in store, the introduction of screen based information allows for the same quality and service of the store to be avaliable online.

peter maturi

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