VIKING.

Identity for a kitchen knife shop. Two equal versions, Hebrew and English, built as one system, so the shop reads the same from either side of the street.

The chef's knife is the only symbol. In VIKING it takes the place of the first I, standing point down. In ויקינג it becomes the vav. The large mark is a single blade with the name cut through it.

Narrow forged type, scale black, steel and paper, with an ember orange kept only for fire. The system runs through posters, the shopfront, cards and tags, a knife passport, boxes, bags and social posts.