Knives are more than just commodity

Under this premise, WÜSTHOF wants to make a self-confident statement and position itself as a strong brand with 200 years of history. The new, unmistakable image is to be implemented in a brand and product language that could not be more product-relevant: Sharp-witted. Cutting-edge. Pointed.

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From HOW to WHY

How do you manage to assert yourself as a Solingen family business alongside city neighbors such as Zwilling? How do you get a broad target group excited to experience the extraordinary in everyday life — without appearing arbitrary or interchangeable?

Starting with the classic naming of a knife series, we develop a brand language in a multi-stage process that describes a special brand world. One that is characterized by craftsmanship. Forged for knife lovers. Reflected in a unique WÜSTHOF moment.

In workshops, together with WÜSTHOF, we verbalize the heart and soul of the brand and approach the target group through drivers and spectrums. This is followed by a verbal profile: with keywords and word clouds, messages and no-gos, statements and sample texts. Every word, every claim is honed to the point.

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The result? A cut above the average.

We sharpen words and smoothen texts. Draw limits — and deliberately left some edge. Working in different teams and at different levels to involve everyone who writes for WÜSTHOF.

The final cut is a brand-language manual that, as a formal and stylistic framework, provides clear, uniform rules on the one hand and leaves room for growth on the other. This takes into account channel-specific requirements as well as characteristics of particular personas. And that, as part of the comprehensive brand book, sums up the verbal brand positioning.

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After that, it's off to the international stage. We support the language experts from Gera.Solutions with the English translation and content transfer of the developed brand language.

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A verbal identity that goes hand in hand with the new positioning as a brand ambassador

The knife becomes a companion, the cutting board is transformed with into a ”Dune“ and the target group gets involved as ”food fans“. Cooking? Wrong place. The WÜSTHOF moment takes place during preparation.

Essential: The new brand language not only describes, but also motivates — and always strikes the right tone. Now, everyone knows what WÜSTHOF stands for — and how WÜSTHOF speaks. Internally and externally, nationally and internationally, in implementation and perception. Sounds sharp? Is sharp.