A POLISHED NEW LOOK FOR OUR BRAND
Fit for the future with our freshly sharpened brand identity
It’s not just our knives that are pointed, precise and purposeful: our carefully honed new WÜSTHOF brand language reflects the same razor sharp attributes! July 2020 sees the relaunch of our logo - we’ve freshened up our visual identity to demonstrate that WÜSTHOF combines the strong values and traditions of our family business with the challenges of today. This balance allows us to showcase the unique character of our brand and to emphasize our core competencies. Introducing our new packaging concept signals the successful completion of the brand-refreshing renewal of our logo.
The trident – our iconic symbol
The distinctive trident symbolises WÜSTHOF and is the visual focus for the redesign of our brand language. The technical yet approachable revamping of our word mark sees all extraneous elements removed, emphasising the strength in knife skills. Clear cut, sharp and to the point, our modern corporate design acknowledges the age-old artisanal tradition of knife-making while symbolising the high-precision craftsmanship embodied in all WÜSTHOF knives.
We want to show buyers how much value there is in a WÜSTHOF knife, starting with the packaging.
Viola Wüsthof
High-quality packaging for modern knife design
Our new packaging presents our kitchen tools - manufactured entirely in Solingen, Germany - in high-quality, transparent packaging or in stylish and unmistakable slipcase boxes, depending on the series. Our Crafter, Epicure, Ikon and Aeon series provide an especially memorable unboxing moment, making these ideal gifts: first you smoothly pull off the slipcase then carefully open the lid – voilà! Your new, premium kitchen companion is there, embedded in its distinctive cardboard box and complete with a personal message. In addition to the logo, typography and refined colour scheme, the ‘Moment’, an oblique design element, symbolises the magic of preparing and plating fresh food and also serves as an external warning of extraordinary sharpness inside the packaging. Warning: contents are sharp!
