Pith & Billet is a two car garage forge on the edge of Marquette, Michigan, run by Ruth Ammala, who welded ore dock steel for eighteen years before she started carving spoons on her lunch breaks. She forges each knife from a bar of high carbon steel, grinds a flat Scandinavian bevel that a beginner can sharpen on one stone, and fits a handle cut from curly birch she splits from trees the county takes down along the lakeshore road.
Who this theme is for
A small maker selling one hand tool to people who carve, whittle or work green wood: sloyd knives, hook knives, drawknives, small axes, strops. Most buyers are beginners who watched someone carve a spoon and want the one knife that will not fight them, so the page opens on the knife lying in its own shavings beside an unfinished spoon, comes in close on the bevel where sharpness is decided, then shows hands pushing the blade through a birch blank. The Garden Organic layout keeps the type soft and the spacing generous, which suits a tool bought slowly by someone who reads every word before paying.
What was decided in the brief
The style is Garden Organic on its first variant. The primary is a leaf green close to the moss on a split birch log and the accent is a terracotta that sits near the warm brown of the bark, so the buy button reads as part of the woodpile rather than a sale banner. The brand facts lead with there being one knife, because a beginner wants to be told what to buy, then the bevel, because sharpening is the fear that stops people starting, then the birch, because it explains why no two handles look alike.