Afia'faca

Discipline: Design

The idea

The AFIA'FACA is a project that challenges the traditional concept of the grinder. From a door-to-door bicycle through the streets of Lisbon, to the sound of a characteristic whistle, it became a B2B service, carried out in a fully equipped van and by highly qualified professionals. It thus becomes a service available to any catering business that needs to sharpen knives and cleavers. The typography was carefully crafted to highlight not only different thicknesses but above all to visually represent the service it provides: transforming rough lines into smooth lines, thick lines into thin lines, just like knives being sharpened. The thin and elegant lines elevate the brand to a more premium position, and the thicker lines come to balance the brand, serving as a metaphor for the art of sharpening: an art that is both raw and delicate. The letter "" and the apostrophe were specially designed to convey the idea of blades, resulting in a logo that guarantees its uniqueness and an impactful personality. The apostrophe is used like a knife that cuts through the words "AFIA" and "FACA", ensuring the mark is read correctly. With 5000 km traveled, dozens of orders from north to south of the country, more than 1000 knives sharpened with new loyal customers and conquered stars, chef Vitor Matos from Antiqvvm in Porto and the recently elected chef of the year Noélia Jerónimo in Cabanas de Tavira. In our hands we have the training of new sharpeners, courses and workshops in artisanal cutlery with our partner Lombo do Ferreiro, design, and production of exclusive knives of the brand, and construction of new workshop vans, with a confirmed presence in the 4th edition of the International Cutlery Fair.