Elements completed an in-depth audit of VSA’s major competitors, focusing on factors such as product offerings, retail partners, brand promise, social media presence and endorsements. We visited stores, interviewed professional chefs and food bloggers, and even observed a professional chef using VSA knives. Building on this research, we designed sleek, modern packaging whose quality projects the integrity and quality of VSA cutlery—and also the cool vibe that appeals to a younger demographic. Elements developed a comprehensive messaging and copy guidelines document including positioning, mission / vision, tone and voice, sample copy and more, to inform all of the cutlery division’s communications. For VSA’s use at tradeshows, we designed a branded space.