Top to bottom: Aluminum handle, legacy polymer handle, new Anthem Wave handle designed by Avient Design
With 70+ years in business and over 165 million knives made, Rada Cutlery has earned and delivered on a reputation for remarkable quality and tremendous value. Their knives inspire great cooking, and are cherished by generations of families and new users alike.
Known for their signature aluminum handle, Rada also offered a polymer version that featured greater corrosion resistance and could be run in the dishwasher without tarnishing. But, as the existing tools for this product line neared the end of its life, they had increased occurrences of manufacturing defects. While these issues were a challenge, they also saw it was an opportunity to do something new, interesting and differentiating for their product line.
For support of its entire new product development process, Rada partnered with Avient to design their new premium product line. Our industrial designers, scientists, application development engineers and commercial representatives collaborated to provide comprehensive support including:
Rada launched their new Anthem Wave product line that featured a larger ergonomic handle to provide greater comfort and versatility to different knife holding styles. The larger handle suited their target market of older individuals making it safer and easier to use.
This new line represented a major departure in their design language and branding and injected a fresh feel to the product. The new formulation allowed them to go after new markets, including commercial kitchens, and improved cost efficiencies to balance the increased part size. It delivered on both their core manufacturing efficiency values and their brand promise to deliver the best value and quality guarantee to their customers.
Three handles sizes were designed to fit Rada's collection of blades for the new premium product line