Chop - A cutting board designed for Joseph and Joseph

Joseph-Joseph is a design company focusing on creating ergonomic well designed kitchenware often utilising novel, fresh ideas. The end product must fit into their brand identity both in terms of aesthetics and function.
This product can be used by any amateur cook, however it has been designed to appeal to students particularly. By including the knife sharpening mechanism the chopping board is offering a feature that would normally require the user to purchase a piece of specialist equipment, by creating a single product that achieves the functions of both a chopping board and a knife sharpener, the design should save the buyer money as they only need to buy one solution and encourage them to take frequent care of their kitchen knives as the sharpener will always be present during use, allowing them to easily frequently sharpen them, helping to increase the lifespan of their knives. The materials chosen for the product, oak and tungsten carbide should allow for a product with a very long lifespan. These benefits are important as kitchen space shrinks and home cooking becomes more popular.