When the Person is the Brand

The latest edition of @issue features a great article about Wolfgang Puck - the brand. Puck's name is synonymous with fine dining and all things foodie, but as Puck's empire grew the need for consistent messaging became apparent. What Duffy & Partners found out was that two things held the brand together: the name, Wolfgang Puck and his image, and they knew these two things had to be a part of the visual identity.

The message needed to work across all media types - signage, print, packaging, and online. They developed iconography that worked in a number of ways along with graphics specifying a fresh palette of colors, patterns, and typeface, resulting in both a personal and timeless effect.


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