SLICING THROUGH THE CLUTTER BY
USING MAKERS TO ELEVATE A PREMIUM BRAND
How a 200-year-old global company is
targeting a new generation
Wüsthof, the iconic German knife brand sought to engage the next generation of home cooks and seed a passion for fine knives. To help Wüsthof meet this challenge, we conducted a nation-wide search to shine a light on a new wave of culinary talent, a group of visionary professionals that are pushing boundaries in their communities, in the kitchen and on the dinner plate. This is the inspiration behind Defining the Edgë, our fully-integrated communications platform that explores why having the right tools in the kitchen elevates much more than the meal.
Defining the Edge tells the Chef Story
in mini-documentary form and provides video recipes by our Edge chefs.
Edge Chef portraiture by Henrik Olund.
"BIRTH OF A KNIFE" - FILMED AT THE WÜSTHOF FACTORY HQ IN GERMANY
SOCIAL MEDIA ADVERTISING
Trade Show Booth
To launch WÜSTHOF’s rebranding effort at the 2019 International Home + Housewares Show in Chicago, we partnered with the brand to help create a new booth design and trade show experience that would serve as the literal centerpiece of their efforts. The act of cutting ingredients is often one of discovery and transformation, and the booth’s design alludes to this hidden world of delicious possibility. Using the most technologically-advanced equipment and techniques available, we photographed a blood orange slice to soar over 20-feet high while still achieving maximum clarity. It serves as an unexpected and enveloping invitation to discover what fresh, new things are happening with WÜSTHOF.