Kitter

Kitter

Client: OLFA CORPORATION
Design Company: HAKUHODO Inc.
Creative Direction: So Kawaguchi
Copy Writing: Soyon Kim
Art Direction & Design: Takuya Tsuyuki
Strategic Planning: Hiroyuki Saida
Account Direction: Shinya Takemoto
Country: Japan

Safety awareness has increased worldwide, yet utility knives have not evolved for the past 60 years. Seen as “utility knife = dangerous,” the act of “cutting” using a utility knife has gradually decreased: disappearing from elementary schools and towards exclusion. Dealing with such situation, it was up to the #1 company of utility knives that made the world’s standard, to change the social perception and create and develop a new market.

Taking advantage of the eagerness in education for children, we changed the perception of utility knives from “dangerous” to “educational” tools. We developed “Kitter”, a utility knife that is the driving force for children to learn while having fun. Kitter has a reliable design that covers the entire blade with plastic and minimizes the exposure of the blade during use.

The packaging box illustrates the product in real-size; a packaging design and a detailed safety information that is children and safety conscious. In order to advertise and market the product as an education tool, the size of the packaging is deliberately large to create a differentiation at the utility cutter aisle.