Communication & Packaging / Wüsthof

New design line for Knife packagesChallenge

To introduce the traditional German knife brand into the Chinese market, a refreshed packaging design had to be developed. The aim was to create a more sophisticated appeal as well as an economically reasonable structure solution.

Based on the existing packaging, we looked into increasing the design’s appeal to Chinese customers. We went for a more reduced and high-end visual language, while at the same time keeping the costs low by using the existing inner structure.

The attractive packaging communicates German-quality knife products in a modernized style and fits well in the shop-in-shop design WILDDESIGN developed for the Chinese market.

Project Outcome
• New design line for Knife packages
• Alignment with shop-in-shop design
• Economical solution


Retail & Space / Wüsthof
Communication & Packaging / Precor
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Markus writes about design- and innovation management, creativity methods, medical design and intercultural branding. More about...

Originally written by Markus Wild, 27. November 2009. Last updated 15. May 2023


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