Duffy & Partners Adds Key Ingredient to Wolfgang Puck Brand Identity

Minneapolis, (March 9, 2009)

Global design firm, Duffy & Partners, showcases the legacy of Wolfgang Puck, with a revitalized brand identity system. The new design work will debut this spring on a variety of Wolfgang Puck consumer products. The authentic visual branding and packaging celebrates the Wolfgang Puck Companies’ uncompromising quality in food, beverage and cookware products enjoyed in homes and hotels worldwide.

Over the course of several years, the Wolfgang Puck Companies introduced a number of new products and restaurants. As the company grew, the branding began to adopt disparate design approaches. Chef Puck wanted to develop a means to more consistently connect with consumers on a more personal level. The new look incorporates the artistic spirit of the world-renowned chef with a fresh, natural palette.

“The intent is to position Wolfgang Puck as the Picasso of the culinary world,” said Joe Duffy, chairman and principal of Duffy & Partners. “We saw this as an opportunity to exemplify Chef Puck as the core of the brand expression, using his piquant style, passion for superb food and everlasting signature.”

The rebranding for Chef Puck’s line includes new packaging for fresh estate ground and ready-to-drink coffees, frozen pizzas and appetizers, soup, stocks and broths, cooking sprays and cookware. This growing line of products is being offered at grocery and club stores, as well as key hotels across the country. The brand language illustrates the consumer’s desire for quality and trust in a product, even incorporating words-to-live-by from Chef Puck himself.
 
“Finding a meaningful identity for the business was a very exciting and collaborative process,” said Chef Puck. “Our success has grown beyond my imagination. Duffy captured the many aspects of our brand, which reflect my vision and belief that good food is at the heart of living well. We are now able to offer consumers a gourmet experience to fit their everyday lifestyles.”

Added Joe Essa, president of Wolfgang Puck Worldwide, Inc., “Duffy’s work encompasses all that is Wolfgang Puck—as a growing business organization—into the new design, and gave it a clean, recognizable identity. The new face of our brand represents the vision of our entire team, and will strengthen our presence in the consumer marketplace.”

The savory quality of Wolfgang Puck’s all-natural and organic product flavors, along with Duffy’s enticing designs, will inevitably elevate consumer standards.    

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