Introducing the traditional German knife brand WÜSTHOF into the Chinese market required a fresh approach for packaging design and marketing, along with retail shop design that emphasizes the high quality of German steel for Chinese consumers.
Our aim was to create a sophisticated design language that would increase WÜSTHOF’s appeal to Chinese customers. We used the existing packaging design structure to minimize cost increase. High-end visual language was also implemented in the retail shop design, enhancing the overall brand value, while offering functional zones for customers to get knives sharpened and try out various WÜSTHOF products.
In 2010, WÜSTHOF opened over five shops around China within three months, all designed by WILDDESIGN. Since then the brand has continued its expansion into the China market. WILDDESIGN also developed and launched several advertisement campaigns to be around the shops, creating additional awareness of the brand identity.