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  • Writer's pictureShelley Tilbrook

A rebrand and new website for The Knife Merchant Aus

A successful re-launch for an Australian Business.

My team and I at fruitful group were engaged by The Knife Merchant Australia to design and build a website including developing branding so they could sell their products online.

It was a big meaty site (pun intended!) with over 140 products to feature in the online shop.

Introducing The Knife Merchant Aus brand

The Knife Merchant Aus is a cut above, providing premium quality knives for fishing, camping, kitchen, butchering and outdoor lifestyle.

The brief was simple - a professional, easy to navigate website to showcase their wide collection of knives.

The owners had a merged their two passion, fishing and cooking in the kitchen into this business.

"I wanted to supply people with the opportunity to access good quality products to process their fish, prepare their dinner and do it at an affordable price with ease."

Having used the Victorinox brand for over 20 years, they hand selected the best quality and specialty knives for the site focussing on customer segments fishing, butchering, kitchen and lifestyle.

In developing the brand we went with a colour palette to stand out in the industry which was traditionally blues and greys. The colour palette inspired by salmon skin and flesh colour and fitting with their values of integrity, quality and sustainability.

To make the font unique we sliced the letters on a diagonal and used a knife blade on the 'e'. We also created sub-brands for each of the categories - fishing, lifestyle, kitchen and butchering.

Key Website features:

  • eCommerce shop for products;

  • Collections for shop categories - fishing, kitchen, butchering and lifestyle

  • Data capture forms to build a customer database.

  • Blog to showcase products, tips and video how-to (launching soon)

  • Automation for customer communication for orders

  • SEO and mobile optimisation

The Wix website also enables a customer database integration, email marketing and social media integration to support marketing and driving traffic.

Key Positive Impact

We were able to achieve the following results for The Knife Merchant:

  1. A fully functioning website delivering online sales.

  2. Google optimised with 'The Knife Merchant Aus' reaching #1 spot in google within a week.

  3. Online sales exceeding expectations with the website sales becoming their greatest source of revenue for the business in a short space of time (previously was from live events).

  4. Google rankings for 8 competitive keywords search terms (and growing).

"The best part of the project was when the client told us they'd made money in their sleep. It's the best feeling watching a client grow and succeed."


Founder, Fruitful Group.

Check out their new website here - The Knife Merchant Aus

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