As a family owned company, Blended Waxes has been produicing various styles of wax on an industrial scale since being founded in 1976 by Clarence "Junior" Gereau. A little known thing about Junior was that he also created a special formula of wax that he personally used to waterproof his leather boots. This recipe was recently found and the family decided that it would be a great tribute to their late grandfather to create a brand and share that product with the world. Our task was to create a brand for Junior's Boot Wax that would feel authentic and rugged, just like grapdpa's true style.
Step one was to evaluate the competitive landscape on Amazon which was the ecommerce platform Blended Waxes was intending to utilize. This would ensure that we would develop a solution to truly differentiate them from the other options out there.
A strategic path for the packaging identity was chosen and our team of creative directors and designers developed a logo design, packaging system, and brand voice that had enough foundational strength to set the stage for additional branded assets as the product went to market.
Junior's Boot Wax has been selling consistently on Amazon and has led Blened Waxes to expand to selling on the Etsy platform as well. Currently, the product is only sold online but there are plans to add retail to the distribution channels since there has been very positive feedback. Due to the solid foundation that was created for the visual identity, it will be a much smoother process to develop merchandising items or other collateral pieces as needed in the future.