The James Brand started with a belief that what you carry says something about you. They wanted to create a brand that made products with the adventurer in mind – for those who live outside of an Instagram feed. To make everyday tools for people like us.
We set out to deliver best in class craftsmanship in an industry that prides itself on quality. To simplify, and provide a tool that excelled at the task at hand. A knife that would seem at home at the office, the beach, or in your backyard. A knife for the people who don't want to change blades when they change pants.
We worked collaboratively to create their brand platform, identity, communications strategy, product design, visual style, digital experience, and packaging. Our intent was to create something that was meant to be used everyday, a tool we'd never leave the house without. And to deliver a modern take in an industry obsessed with tactical details.
“The iconic pocket clip and refined details make the Chapter stand out in the crowd or in your pocket.”
— Matt Capozzi / Director of Product Experience
“Off tour, sometimes it's nice to keep the garage shut for a few days, play guitar, garden, fish.”
— Conner Coffin / James Ambassador & Pro Surfer
The James Brand embodies the spirit of everyday carry. Functional. Solid. Sharp. With a fresh touch of style. The refined details of the products themselves are reflected in all touchpoints of the brand identity and communications, speaking to skateboarders, outdoorsmen, and utilitarians with equal power and connection.
Our work with James has helped to break down the stereotypes of what a tool brand should be, carving out their own path within the knife industry. James is just getting started, and we can't wait to see where they go next.