Elmwood sharpens image of Fusion knife range

Richardson Sheffield is relaunching its Fusion knife range having redesigned the products.

A new identity, in-store literature and packaging has been completed by Elmwood.

The group was appointed to communicate the Fusion brand’s key proposition – that its knives never need sharpening. Originally called Fusion Edge, a name later changed to Fusion Infinity, the brand will now be known by the more descriptive title of Fusion Forever Sharp.

Richardson Sheffield product manager Francesca Preston says that although the products were selling well, research indicated that the blade’s self-sharpening qualities were not being effectively communicated to the potential buyer.

“Elmwood has cleverly created a structural packaging form using a polypropylene base card which clearly displays the knives in-store,” Preston explains. She adds that the new look is also more contemporary.