Blog

Redesigning Wiggle's identity

We have worked with Wiggle, the UK’s number one cycling and tri-sport equipment e-tailer, to redesign their brand identity as the company sets its sights on expanding its global presence

  • Launch
  • BrandOpus

wiggle_bike_rider_image_16x9_IMAGE2

BrandOpus has worked with Wiggle, the UK’s number one cycling and tri-sport equipment e-tailer, to redesign their brand identity as the company sets its sights on expanding its global presence.

As part of the redesign BrandOpus also addressed the brand architecture to make the full spectrum of the Wiggle offer clearer to consumers, and to communicate the brand’s key values: Wiggle is not about winning, nor striving to be the best. They love sport and want to help people enjoy it as much as they do. Whatever their interest, experience and budget.

Paul Taylor, Executive Creative Director "Wiggle are passionate about people experiencing the joy of taking part in sport. Symbols speak louder than words, so we have introduced a mark that evokes the moment of personal sporting achievement. The new identity refreshes the logotype and colour palette for a more sophisticated look whilst achieving far greater consistency across the wide range of Wiggle products and services."

wiggle product grass image 16x9 IMAGE3

Rachel Moffatt, Marketing Director at Wiggle, comments “It was a pleasure working with BrandOpus who were able to translate our new brand positioning, personality and company culture into a strong brand identity that has greater meaning to Wiggle and is aligned with our ambitious growth plans.

“We will introduce the new identity from late February across our online retail site, apparel, equipment, accessories & nutrition brands as well across the wider company portfolio including events, services and the WiggleHonda pro cycling team. It will be central to the new communication and advertising campaign we will be launching in the Spring.”

Mailing list

Subscribe to hear more from BrandOpus