CRKT was repositioning themselves from a knife brand for outdoorsmen to a much broader customer base, expanding their reach into the urban and female market. 

The overarching strategy for the new site was to interweave e-commerce into a strong storytelling dynamic that engaged customers on a deeper level. 

‘Knife Stories’, blogs and a brand ‘Ambassadors’ section featuring real CRKT customers highlighted the diversity of use and allowed the brand to reshape the narrative while forming a more personal connection to the product.