Corporate language and name development

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.

‍

Rebranding 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.

‍

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.

‍

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.

‍

A verbal identity as a brand ambassador for the new positioning

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.