ABOUT

Challenge
The Wiggle brand, started off as a market for a broad range of products and have grown through direct, online marketing tactics to become a middling tri-sport retailer. In order to drive significant growth and achieve their ambitions of expanding their global presence to become the leading tri-sport retailer, Wiggle was in need of a new brand identity. There was also a need to make the full spectrum of the Wiggle offer clearer to the consumer; the amateur sportsperson, where the existing, playful identity currently lacked relevance.

Insight
We needed to carve out a space for Wiggle in the cluttered sports category whilst, at the same time, giving the brand the scope to move beyond tri-sports in the future. There was also a need to make the full spectrum of the Wiggle offer clearer to the consumer; the amateur sportsperson, where the existing, playful identity currently lacked relevance. We understood that, for many of the enthusiasts that shopped at Wiggle, winning wasn’t everything, but neither was just ‘taking part’. For the amateur sportsperson, it was the exhilaration of crossing the finish line and completing a challenge which really drove them on.

Solution
From here the new brand identity was born. We introduced a mark that evokes the moment of personal sporting achievement through a representation of the letter ‘W’ forming the head and two arms of someone aspiringly crossing the line. A more sophisticated look is illustrated through the refreshed logotype and colour palette, whilst achieving far greater consistency across the wide range of products and services. The new identity was launched across the online retail site, apparel, equipment, accessories and nutrition brands as well as across the wider company portfolio including events, services and the Wiggle Honda pro cycling team.

Result
Introducing the new identity was hugely successful for Wiggle. Since the re-design the brand has gone from strength to strength and is now worth over double it’s valuation at £400m, making it a leading global tri-sport retailer.