Wobble Wedge Rebrand

Derrick Lin


Agency: BrandJuice
Creative Director: Emilee Dover
Strategy Director, Copywriter: Alexandra Hilker
Creative Strategist, Copywriter: Joanie Bier
Designers: Nina Dewane, Alexa Tymecki
Location: United States
Project Type: Produced
Client: Wobble Wedge
Product Launch Location: United States
Packaging Contents: Home Improvement Gadget
Packaging Substrate / Materials: Paperboard, Plastic
Printing Process: Digital Printing, Flexography

After 30 years of success as the miracle leveling solution for restaurants, plumbers and handymen alike, it was time for Wobble Wedge to introduce is product to consumers by creating a brand that could bring everyday users along without losing tradesman loyalty.

Conducting in-home focus groups, BrandJuice uncovered insights to inspire the creation of a new Wobble Wedge brand identity for its new era of retail. Leveraging the natural sense of wonder and the can-do attitude the product evokes, the new brand was positioned as a small fix with a big impact.

With kitschy copy and a retro-modern design that harkens back to the good ol’ days of sitcoms and 1960s home improvement—the revitalized brand successfully re-engaged the industry customers of years past, while leaving room to capture the consumers to come.

What’s Unique?
Wobble Wedge, a gadget for go-getters, gets going with a retro-modern design system by BrandJuice.