This idea began with the question "What do global knives represent?" and the answer is professional precision in the consumers hands.

Knives made to an industry standard available to the public. 

I then started to try and answer the question, "what do i feel represents precision?" and i got thinking about sports that require precision, and sharp objects, and that's when i landed on darts. 

Darts is all about precision. 

From there it was how can i link darts and the kitchen, and that's how the fruit got linked to the project, adding food into it, bring the person back to using the knives in a relevant environment.

The idea of using a QR code was to further engage the audience, to drag them into the image and make them inquire more into the campaign.