Wolfgang Puck identity, by Pearlfisher

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Pearlfisher has created a new identity for US “celebrity chef” Wolfgang Puck.

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

“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.”

The new core identity is inspired by the blade of a chef’s knife and incorporates a new WP symbol.

Supporting brand assets include a WP pattern and a monogram stamp.

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