Making Waves: All Day Goods
Image: Allday Goods
Who’s making waves then?!
Allday Goods. Started by a bloke called Hugo, who set out during lockdown with a toastie maker and a dream to turn all the waste plastic he’d come across in his old gig as a restauranteur into something beautiful; a knife handle. Niche? Yes. And bloody genius to boot.
Hold on…what are they doing that’s so good?
Fast forward a couple of years and Hugo has gone from chucking milk bottle tops into a toastie maker in his mum’s Norfolk shed to landing on the radars of Soho House, Glassette, Esquire and all.
His first forged ‘Santoku’ knife rescued a load of the plastic plant pots people had chucked out after buying their lockdown plant babies and added a blade forged by Japanese masters of the craft. The batch sold out in 76 seconds. A trial run of table knives, flogged at a fiver for four, saw a Stoke Newington car-boot overrun. Each batch since has nailed it, from the one made up of milk bottle handles, to the one that used fishing nets scavenged from the Scottish coast. And they’ve all saved a big chunk of junk from landfill. On top of that, Allday Goods work with masters of their craft - the knife makers of Japan and Sheffield’s third-generation cutlery makers to name but two - so they’re keeping old school skills alive in an age of tech trade ins.
Which bits of their branding float your boat?
The packaging holds a special place in our brand infatuated hearts, and their copy is alright too. Product descriptions like ‘Inspired by Gua bao bun's stacked on top of each other’ keep things chilled, which is exactly the vibe that Allday Goods brings to an otherwise moth-nibbled market - it’s cutlery, made cool.
Alright, I’m sold. How can my brand be more Allday Goods?!
Boring product brand clan, this is one for you. Allday Goods is proof that even the dullest of household items can be sexed up. Cutlery, pans, pants; they’re all things everyone needs, but come at it from a new angle with cooler copy and a brand identity that isn’t afraid to shake things up a bit, and that cult following will come a’calling in no time.