One Big Happy Family
Mergers, acquisitions and the art of designing a harmonious union.
BRAND STRATEGY • BRAND IDENTITY • COLLATERAL • PACKAGING • NAMING
EK Success, after acquiring several other brands was itself acquired by Wilton Products. All at once five established brands became part of one bigger brand. And like most blended families, some attention needed to be given to rank, order and file.
Willoughby worked with an in-house team of brand managers from each sister brand to define the new vision, architecture, name and identity.
DIVISION B TO B BRAND
B TO C
CONSUMER WEB PORTAL
EK SUCCESS FAMILY OF CONSUMER PRODUCTS
Each brand initially retained its own identity at retail but merged together under the EK Success name for business-to-business purposes. After the launch of EK Success, Willoughby began working with the individual brands to update and redesign their identities.
The objective of the design was to create a language that told the complete crafting story offered by the new alliance, positioning EK Success as the leading one-stop brand family for innovative, quality, trend-forward crafting products.
EK Success Brands determined a need to round out their portfolio with a basic line of crafting tools that could support all of the company’s crafting categories. Together we worked to create EK Tools.
An extension of the EK Success corporate identity with the EK name and EK yellow, EK Tools are packaged to communicate the usage occasion for each tool by featuring photographs of the beautiful results that could be achieved.
EK Success also entered into a partnership with Swarovski for entree into the jewelry crafting category.
The Willoughby Lab explored concepts to leverage the luxury Swarovski brand through the packaging experience. The cartouche is a representation of the intricacy of each jewelry bead to highlight the multi-faceted beauty in each and every crystal.