Brand evolution.

Selling a business often signals the end of an era, but it can also present an opportunity for reinvention, which is exactly what happened when one of Adelaide’s oldest companies – ES Wigg & Son – sold its core envelope manufacturing business to NZ based, Candida Stationery. Now referred to as simply, ‘Wigg’, Candida Stationery approached Spruik to redesign the Wigg brand to signify this new era and to align the business with the overarching Candida Group positioning.

As a family owned and operated business since 1849, Wigg are Australia’s premiere envelope manufacturer. Their products range from standard envelopes found in the store to more bespoke solutions such as charity mailers for the Salvation Army, Express Post envelopes for Australia Post and direct mail outs for the likes of American Express, Foxtel and Reader’s Digest.

Their history and expertise within the industry firmly positions them as more than just envelope manufacturers – Wigg are envelope craftsmen. With this sentiment in mind we went about building a brand that honoured and celebrated their history, while also placing them within a modern context.

The word mark is housed within an envelope tab graphic, with a set of tagline variations – ‘envelope craftsmen’, ‘established in 1849’ and ‘a Candida Group company’. Historical photos are paired with contrasting geometric patterns and a muted, natural colour palette is a nod to both their legacy and the organic nature of the paper used for their products.