New Logo for Wolfgang Puck by Pearlfisher

Born in 1949 in Austria, Wolfgang Puck is one of the most well-known chefs around the world, opening his first restaurant, Spago, in Los Angeles, CA, in 1982, seven years after arriving in the U.S.. Since then, Wolfgang Puck has established three separate entities to manage his many ventures: Wolfgang Puck Fine Dining Group (which manages his more than 25 restaurants), Wolfgang Puck Catering, and Wolfgang Puck Worldwide, Inc. On top of cooking he has written cookbooks, launched products, and appeared on various television shows and movies (mostly as himself). To keep all things looking cohesive, Wolfgang Puck has introduced a new identity designed by Pearlfisher. The challenge was to help reposition the brand and re-organize the portfolio so that audiences could feel Chef Puck’s icon