THE
KNIVES peter maturi & sons
THE
KNIVES
THE
KNIVES
peter maturi & sons
peter maturi & sons
peter maturi & sons quality and service since 1899
Initial/existing logo for the stores.
‘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.
The 3 Knives Information guides for well known Leeds cookshop - Peter Maturi Board 1 of 5 Logo
Luke Hallam - lh85996 - FMP - www.luke-hallam.co.uk - June 2011
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.
The 3 Knives Information guides for well known Leeds cookshop - Peter Maturi Board 2 of 5 Guide range
Luke Hallam - lh85996 - FMP - www.luke-hallam.co.uk - June 2011
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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
Tip
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Spine
Bolster
Tang
Butt
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Belly
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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.
Fully forged
Handle
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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.
The 3 Knives Information guides for well known Leeds cookshop - Peter Maturi Board 3 of 5 Sample Spreads
Luke Hallam - lh85996 - FMP - www.luke-hallam.co.uk - June 2011
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:=8E4B 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 & sons quality and service since 1899
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.
The 3 Knives Information guides for well known Leeds cookshop - Peter Maturi Board 4 of 5 Demonstration mat.
Luke Hallam - lh85996 - FMP - www.luke-hallam.co.uk - June 2011
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.
The 3 Knives Information guides for well known Leeds cookshop - Peter Maturi Board 5 of 5 Screenbased guides
Luke Hallam - lh85996 - FMP - www.luke-hallam.co.uk - June 2011