Insight: 
WMF is a 160-year-old German brand celebrated for its knives, known for their exceptional precision. However, in the bustling environment of a department store, where similar products line the shelves, standing out becomes a challenge. 

Concept: 
Instead of competing by simply shouting louder than the rest, we decided to highlight the brand’s key strength—precision cutting—through a more beautiful approach. We created unique, thin gift wrapping that showcased WMF’s cutting ability in an elegant and subtle way. 

Execution: 
The one-of-a-kind gift wraps were printed double-sided, featuring food items like salmon, cucumber, and rock melon. By carefully slicing through these items, the wrapping displayed the precision and finesse of WMF knives, cutting through the clutter in a visually striking and practical manner.