ZeN knives

ZeN is a premium Japanese traditional knives brand. The logo has an interesting feature of being readable top to bottom (as if Japanese writing) and left to right. The images feature shapes formed from a conceptual 'slashing of a knife', which gives a nod to the skill of the knife holder.

I was asked to implement every aspect of the visual identity, from the logo thorough the packaging, illustrations and all communications including advertising campaign.