Wobble Wedge was long recognized as a miracle solution by restaurants, plumbers, and handymen alike. After over 30 years of success in the B2B world, there was a clear opportunity to introduce the product to consumers, and create a brand that could bridge to a new realm of audiences without losing well-established tradesman loyalty.

Conducting industry interviews and in-home focus groups, our team uncovered pivotal insights that allowed us to bring the new Wobble Wedge brand strategy and visual identity up-to-date, and into a new era of e-commerce and retail. Leveraging the natural sense of wonder and the can-do attitude the product evokes, the new brand is positioned as a small fix, with the potential for big impact.

Using kitschy copy lines coupled with a vintage-modern design that harkens back to the good ol’ days of sitcoms and 60’s home improvement bliss, the new brand identity was successful in re-engaging the industry customers of years past, while capturing the attention of consumers to come. The work ultimately won the GDUSA 2021 Packaging Design Award.