Launched in 2019, Veark had developed a unique series of knives that caught attention from consumers and design blogs all over the world. Forged from a single piece of steel and with a raw appearance, it felt different to the rest of the offering. But with a highly competitive market dominated by serious players from Japan, France and Germany it was clear to us that we had to tackle the category differently. How could we carve a unique position that opened up to new markets rather than competing on same turf and terms as the rest?
Looking at consumer trends, both in food and beyond, it was clear that life in the kitchen was becoming a strong identity driver. The communication style was also changing from perfection to honesty, with influencers across all platforms showing as much the mess and mistakes as the final plate. The focus on honesty also manifested in product drivers: people were looking for the right quality tools, not just colors that would match their cabinets.
We were guided to take a more lifestyle driven approach, positioning Veark as a contributor to the growing “maker” culture we saw, not just a knife brand. From a business perspective, this would also allow us to speak to consumers beyond knife “nerds” and open up different kinds of lifestyle retail partners. This strategic shift will be achieved by building a broader collection of essentials for the kitchen, form partnerships with the right cultural drivers and launch collaborations with leading chefs around the world.
It is still early days for the brand and lot will happen in the coming years. Constant continues as an ongoing partner, consulting on everything from product strategy to storytelling.