Our challenge was to work with Wolfgang Puck and his team to emphasize what his brand and his portfolio of offerings are all about, creating a consistent thread across all touchpoints, using a new visual identity system so that audiences could feel Chef Puck’s iconic expertise across all brand expressions and experiences.
A new brand positioning blends Chef Puck’s characteristic warmth with his cutting-edge culinary acumen, reconstructing the brand architecture in a way that is both intuitive and efficient. The new Wolfgang Puck identity system reflects Chef Puck’s impact, and artistry, on the modern culinary world with a core identity, inspired by the blade of a chef’s knife and incorporating a WP symbol and unique Wolfgang Puck typestyle.