Co‐production has been traditionally studied in the context of industrial and service markets. This study investigates the consumer's search for meaning and fulfillment via one type of co‐production, collective co‐production. The case study method was utilized to examine knife making from kits. The findings unpack a three‐part co‐production process (design, production, and consumption) that results in significant identity ramifications for consumers. During the design stage of knife making, the informants shaped their self‐concept through social inspiration, creative self‐expression, and identification with the primal sense of self. The production stage provided internal validation of the self‐concept through a pseudochallenge that was achieved through learning activities. The consumption stage provided external validation of the self‐concept as the informants shared their co‐production experience with others. Theoretical implications are discussed.

Copyright © 2012 John Wiley & Sons, Ltd.