wÜsthof new appearance – better packaging!
TRANSCRIPT
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Press
release
NEW APPEARANCE – BETTER PACKAGING!
WÜSTHOF IS UPGRADING ITS PACKAGING CONCEPT TO CREATE MORE
TRANSPARENCY IN THE WAREHOUSE AND AT THE POINT OF SALE.
At the beginning of July 2020, WÜSTHOF will have successfully completed the lengthy
process of changing its logo and will now produce all knives with the newly designed logo on
the blade. At the same time, the family-run company is using the opportunity to change the
entire packaging concept.
With a new, high-quality and sophisticated packaging system, the traditional Solingen-based company is
pursuing its premium strategy and supporting retailers with their greatest strengths – customer consultation
and the physical buying experience of selecting the ideal handle, suitable weight or the right balance.
Packaging for retailers and their customers
‘We want to use the packaging to show the buyers how valuable WÜSTHOF knives are. Above all, however,
we would like to make sales easier for specialist and retail sellers by presenting our knives with the new
packaging design in a very clear and very high-quality way,’ says Viola Wüsthof, managing director of the
Solingen-based knife manufacturer.
WÜSTHOF
Entry Economy Business First-class High-class
Create Collection Urban Farmer Classic Ikon Epicure Aeon
Gourmet Classic Ikon
Silverpoint Crafter
transparent packaging slipcase packaging
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1) Entry level:
The WÜSTHOF Create Collection with its excellent price–performance ratio is the perfect basic set for the
preparation of fresh food. The knives are manufactured entirely in Solingen and meet the high WÜSTHOF
quality standards. The colourful series is presented on hanging cards made of cardboard with the blades
visible – either individually or in sets of two or three knives. There are five modern colours to choose from –
custom handle colours are possible from 15,000 units and custom blade etchings are possible for orders of
360 units or more. For Christmas, a three-part X-Mas Edition will also be released – in a festively designed
box that makes an ideal small gift.
‘When planning the new packaging, we focused not only on the buying experience but also on the logistical
needs of our trading partners,’ adds Martin Bieri, Global Vice President Sales, and continues: ‘With the smart
packaging system, WÜSTHOF combines the sales-promoting component with the complex requirements of
goods handling.’
Dealers benefit from a clear price range system for the range and can thus easily select the right knives for the
respective buyer segment. The structure is divided into five levels:
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3) Business level:
WÜSTHOF presents the forged bestseller series Classic and Classic Ikon in a transparent box in which each
knife can be seen through the transparent film window. This packaging is ideal for stacking the packages
horizontally on the shelf or hanging them on hooks using the integrated euro slot.
2) Economy level:
Sophisticated food fans will find precision laser-cut blades
in the Urban Farmer, Gourmet and Silverpoint series. The
individual knives are attached to a hanging card made from
multi-ply cardboard, making them completely visible to the
customer. This hanging presentation method means sales
areas always look tidy and sales are made easier. The Blade
Guard made from transparent plastic protects the cutting
edge during transport and while in-store. It can also be used
by the customer at home.
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WÜSTOF adds unique, luxurious knives to its collection at irregular intervals. The elegant Aeon high-
class knives, each limited to 1,500 pieces, have their own special sleeve box packaging. The minimalist
black design is a statement for connoisseurs who are looking for something special. The solid-coloured
premium cardboard with its matt, even surface is resistant to fingerprints and also contains a microfibre
cleaning cloth for the knife’s fine DLC blade. The integrated card contains a personal message and the
unique production number of the limited-edition knife.
5) High-class level:
4) First-class level:
The WÜSTHOF first-class Epicure, Ikon and Crafter series are presented in matt foil sleeve box. After the
sleeve has been removed, the inner container is unfolded and the knife is revealed – it is held securely in
position in a high-quality contoured inlay with a red, elasticated fabric band and invisible magnets.
This creates a great unboxing moment – which is rounded off with a personal message from WÜSTHOF’s
managing directors. The link to mywusthof.com takes the customer to a special website where they can
find lots of exciting information about their knife and how it was made.
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If you are looking for quick information about the series, type of knife, knife length or barcode during
the sales process, a coloured sticker on the front end will provide precise answers – even when the
packages are stacked.
Clear communication:
Connecting system:
When presenting the high-quality knives in-store, the intelligent design of the sleeve box packaging
is an impressive plus: when the different knives of a series are placed together, the ‘cut’ connects
all the sizes and symbolises the precision and sharpness of the products. This way, the customer is
invited to ‘discover the magic of cutting!’
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The unboxing of the block set packaging of the Crafter knife set is based on the ‘first the knives, then
the block’ principle. This means the first thing you discover is a hinged box with an attractive image of
the knife set. Once you open the lid, the most important details of the series are explained. The knives
are inside the knife box. If you remove the small box, the knife block, which is held in place in the box
with an insert, is revealed below.
Block set packaging:
Each knife blade in the block sets is protected by a practical cardboard sleeve so that the cutting edge
is not damaged during transport and retains its full sharpness.
Blade Guard:
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About WÜSTHOF
WÜSTHOF, based in Solingen, Germany, is a long-established premium knife brand, producing
high-quality knives as well as products for the sharpening, storage and care of blades.
Founded in 1814 and now in the hands of the 7th generation, the family business still manufactures
each knife with fine craftsmanship, the best materials and state-of-the-art technology.
Customers of WÜSTHOF include renowned professional chefs, gourmets and lovers of food from all
around the world.
WUSTHOF.COM
WÜSTHOF GmbH
Kronprinzenstraße 49
42655 Solingen
T +49 212.2067 0