Smith’s Consumer Products Revamps Namesake Brand

Smith’s Consumer Products Inc, parent company of both Kitchen IQ and FireWire brands, has announced the launch of its new brand positioning, logo and packaging design. The company noted that Kitchen IQ will not be impacted by this revamp, but Smith’s has partnered with Fisher Design to reposition its namesake knife sharpening brand.

“The goal for this relaunch was to establish a strong, clear, consumer facing brand position that extends beyond sharpening,” said Dan Glidden, president of Smith’s Consumer Products. “We wanted to create a unique brand identity that is easily recognizable and consistent, further differentiate Smith’s from its competitors and establish Smith’s brand as the unquestioned category leader.”

According to Glidden, this is the first revamp of the brand in a decade, and the goal is to reposition it as a lifestyle brand, targeting the outdoorsman, not just the sportsman. 

“In addition, we wanted to increase our in-store presence, build brand awareness, create customer pull, and differentiate ourselves from competitors in hopes of increasing sales and market share,” said Russ Cowen, the company’s marketing manager.