EK Success Flower

EK SUCCESS

One Big Happy Family

Mergers, acquisitions and the art of designing a harmonious union.

EK Success Logo

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

EK Success Brand Architecture

B TO C
CONSUMER WEB PORTAL

EK Success Brand Architecture

EK SUCCESS FAMILY OF CONSUMER PRODUCTS

EK Tools Logo
Dimension Paintworks Logo
Jolee's Jewels Logo
Dimensions Needleworks Logo
Jolee's Boutique Logo
Sticko Logo
Precious Finds Logo
Fun Fusion Logo

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.

EK Success Identity Icons
EK Success Identity Patterns
EK Success Identity Letterhead

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 Tools Packaging

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 Tools Packaging
EK Tools Packaging

EK Success also entered into a partnership with Swarovski for entree into the jewelry crafting category.

Jolee's Jewels Packaging

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.

Jolee's Jewels Packaging