Wiggle Brandopus

Wiggle eyes global expansion with updated brand identity


By Gillian West, Social media manager

February 12, 2015 | 2 min read

Cycling and tri-sport equipment e-tailer Wiggle has turned to BrandOpus to redesign its brand identity as it expands its global presence.

Wiggle has worked closely with BrandOpus to make its offering clearer to consumers and communicate its key values: Wiggle is not about winning, nor striving to be the best. Wiggle loves sport and wants people to enjoy it whatever their interest, experience or budget.

“We will introduce the new identity from late February across our online retail site, apparel, equipment, accessories & nutrition brands as well across the wider company portfolio including events, services and the WiggleHonda pro cycling team,” revealed Rachel Moffat, marketing director at Wiggle.

BrandOpus executive creative director, Paul Taylor, added: "Wiggle is passionate about people experiencing the joy of taking part in sport. Symbols speak louder than words, so we have introduced a mark that evokes the moment of personal sporting achievement. The new identity refreshes the logotype and colour palette for a more sophisticated look whilst achieving far greater consistency across the wide range of Wiggle products and services."

Moffat added the new brand identity would be “central” to a new communication and advertising campaign launching this spring.

Wiggle Brandopus

Content created with:


A Global Branding Agency. Always Independent. Proudly Employee Owned. BrandOpus specialises in strategy, design and identity, brand world activation and communications....

Find out more

More from Wiggle

View all


Industry insights

View all
Add your own content +