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In an increasingly competitive landscape and with a wide variety of offerings, audiences and price points, the Wolfgang Puck brand lost some of its single-mindedness.

In partnership with Wolfgang Puck, our Strategy studio ideated a new brand positioning that blends Chef Puck’s characteristic warmth with his cutting-edge culinary acumen, and reconstructed the brand architecture in a way that is both intuitive and efficient.

Inspired by the sharp edges of chef knives, our visual identity system captures Chef Puck’s role as a forward-thinking pioneer of the industry.

Wolfgang Puck had this to say about our work, “Our new brand and visual identity clearly and beautifully expresses the thoughts I have about the nature of my companies.”