Project 3

Wüsthof Knives - Target Book

The Audience:
Professional Chefs

The Task:
Create an audience book for a venerated German knife maker that has been losing the spotlight to Japanese knife brands, including a fully fleshed-out persona, a research-backed strategic approach, and appropriate tactical recommendations.


Define what makes Wüsthof stand out from its competitors


Sculpt a data-driven persona (named Jack Novarro) and present it as a narrated “Day in the Life,” complete with a gif wall, background tunes, and accompanying one-sheet:


End with a set of recommended tactics and a call to action:

My contributions:
Played a key role in background research for chef’s attitudes towards Wüsthof, as well as used my own experience working in kitchens to identify a sub-audience for chefs that felt real and authentic.

Spearheaded the creation of the audience persona, a process that essentially consisted of our group holing up in a work room for three hours and using our data points to derive personality traits, habits, and values, all to a soundtrack of punk and surf rock.

Directed the general design of the final book, and narrated the “day in the life” persona section with “War Pigs” by Black Sabbath playing
in the background.