Pearlfisher Rebrands Culinary Star, Wolfgang Puck
Pearlfisher New York has re-branded Wolfgang Puck through a revised brand strategy, architecture and visual identity system spanning the celebrity chef’s full portfolio.
“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,” says an agency spokesperson.
Encompassing three key lines of business—fine dining, catering, and consumer goods—the refreshed identity incorporates a new WP symbol and bespoke Wolfgang Puck typestyle. This is reinforced through supporting brand assets, including a WP pattern and a monogram stamp, while a colour system described as “warm and luxurious” envelops the brand across touch points.
“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,” explain the designers.