Getting the wheels in motion: How a mini-brand identity helped kickstart a motoring startup.
WheelWood is a small boutique carpentry business run by Tom Hildebrand in Chilliwack, BC. He is passionate about solving those lifestyle challenges by bringing innovative products to individuals, one of them being his WheelWood product, a one-of-kind steering wheel tray for truck drivers who need a comfortable spot to work from.
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.
Sometimes it can be challenging to name a product — which is why we used our naming matrix to generate ideas and ‘WheelWood’ seemed to work. It was a short, catchy, and easy to remember alliteration. We then focused on pitching different concepts and ideas that might fit the new brand. We landed on a 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. The logo incorporates the business Facebook page, and date established. The idea of ‘branding’ was the key which unlocked the overall logo concept. Tom now has a clear brand identity that he can market — one that clearly represents him, his vision, and does justice to his product.
WORDS FROM THE CLIENT
"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."
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