The Challenge

Tom Hildebrand had a great idea and a great product — custom, hand-crafted wooden steering wheel trays. Fit for everyone from truck drivers and vehicle technicians, to everyday road users and side-by-sides, Tom’s steering wheel trays are a thing of beauty. 

But there were two problems: his product needed a name, and it needed a brand identity — fast. So when Tom pulled in Khula, the race was on for a quick and effective mini-branding.

The Outcome

Sometimes when a product is easy-to-love, it can be a challenge to get the name right — which is why we used our naming matrix to generate ideas.

From the off, ‘WheelWood’ just seemed to work. It was short, catchy, and easy to remember; plus the alliteration rolled off the tongue. Something about the name harks back to a time when transport was crafted from wood. It speaks of quality craftsmanship and respect for the raw material.

With the name firmly-rooted, we looked conceptually at the product, pitching different concepts and ideas that might fit the new brand. Eventually, we landed on one solid concept: a logo design which incorporates branding-style lettering within a steering wheel circle;  complemented by tree silhouettes. 

As Tom’s business is based in Chilliwack BC, an area famed for its breathtaking scenery, it seemed only natural to include a forest in the logo design. We also used trees to denote the natural material from which the steering wheel trays are crafted. 

In branding-style lettering, the logo incorporates the business Facebook page, and date established. The idea of ‘branding’ was the key which unlocked the overall logo concept, as the steering wheel trays are literally branded like cattle. Burnt into the wood, the mark of a great product travels with you. Wherever you go.   

In three days we had the name and mini-brand identity ready to roll. Tom now has a clear brand identity that he can take to market — one that clearly represents him, his vision, and does justice to his product.


  • Mini Brand Identity
  • Flyer Design

Brand Identity:

I was very impressed with the help I got from Jamie at Khula. I got into building unique tables for cars, big trucks and side by sides. I needed a name that was appropriate for the product I was building. Jamie through out some ideas and came up with WheelWood. The logo and name was a perfect fit and made a lot of sense. Jamie at Khula is so creative and I would definitely recommend him for your business large or small. — Tom Hildebrand, Owner at WheelWood

Before & After

Khula Design Studio helps driven small business owners transform through purpose-led design. Brand Transformation is our forte. branding, web design, UX, UI, brand identity, verbal identity, small business owners, vancouver BC, Canada, Branding for Startups, Webflow, Webflow developers, Webflow Designers, No-Code, Design Agency for entrepreneurs, helping the small business guys grow and thrive, Khula, Helping clients in South Africa, UK, London, Germany
Getting the wheels in motion: How a mini-brand identity helped kickstart a motoring startup.