ChopValue

ChopValue creates climate positive wood furniture made locally on a global scale.

They offer performance furniture solutions that prioritize a beautiful, durable product as much as protecting our forests and planet. Their highly densified composite material is manufactured using proprietary technology that compresses recycled chopsticks, making it harder than maple, stronger than oak, and as durable as teak.

This particular project holds a very special place in my heart as it was one of my very first design projects that had a scope and impact of this scale. The mark of the crossed chopsticks was something I put together in a preliminary sketch on a piece of napkin and expanded it into the robust identity system that can be seen all around the world today.

It's a project that checks a lot of boxes in many ways for me as a designer: a true case study that sometimes great concepts can be conceived whimsically and quickly; a visual identity and system that is built with scale and application in mind; a logo and symbol that is flexible but is simple, appropriate, and wildly representative of the company.

It was one of the most involved projects that I've had the pleasure of being a part of - spearheading creative direction, executing marketing designs, and even the videography and photography for many years.

The photos you see in this case study were taken by me as well.