Celebrity chef Wolfgang Puck gets brand redesign after 'losing clarity'

With a wide variety of products, audiences, and price points, from high end fine dining, to cookware and supermarket products, Puck tasked the agency with repositioning his brand so that audiences would easily recognise his influence across the portfolio.

The new positioning now marries Puck’s warm demeanour with his culinary credentials, while the brand spans his three key lines of business—fine dining, catering, and consumer goods— to redefine the full portfolio with clear boundaries for exclusivity and inclusivity.

Design-wise the core identity, which was inspired by the blade of a chef's knife, incorporates a new WP symbol and unique Wolfgang Puck typestyle. This is reinforced through supporting brand assets,

including a WP pattern and a monogram stamp; the latter is used across the portfolio as a quality

seal. A warm colour system features across touch points, in a bid to capture the feel and ease of California dining.

Jonathan Ford, Pearlfisher founder and chief creative officer, said of Puck: "Talented, ambitious and multifaceted, he established himself as a true challenger to the conventions of American fine dining in the 80’s and lifted the Californian organic food movement into an upscale yet accessible arena.

"Along the way, Chef Puck has evolved to become iconic as the first celebrity chef, but in reality Chef Puck caters to a wide audience, sharing his craft across many tiers of consumers and experiences. Our challenge was to work with him and his team to reemphasise what the man, the brand, and his portfolio of offerings are all about, creating a consistent red thread across all touch-points using a new visual identity system.”

Take a look at some of the work in the gallery below.

Wolfgang Puck rebrand

Wolfgang Puck restaurant Spago

wp_spago.jpg

Edit

Delete

Wolfgang Puck bread board

wp_bread.jpg

Edit

Delete

Wolfgang Puck menu

wp_menu.jpg

Edit

Delete

Wolfgang Puck website

wp_website.jpg

Edit

Delete