Client: Joseph Joseph
Joseph Joseph approached us to innovate within the category of chopping board sets, one of their core categories.
Such a crowded category required some fresh thinking and inventive approach to arrive at something both original and distinctive.
Conventionally sets of chopping boards entail some sort of additional storage unit. Our approach aimed to remove the need for this by creating a self supporting storage system. We managed to deliver this by also introducing a food transfer feature - the shaped ends of the boards not only act as effective chutes to delivery chopped ingredients to a pan but are also sturdy feet. This enables the boards to free-stand and nest on their shortest ends as a compact storage solution.