A brand and packaging concept for a premium English bicycle crank arm manufacturer. The product is hand made and has been ever since the company was founded back in 1988.

“I came up with the name Uncle Willy’s to give the brand some history and make it feel like a family-owned business. To describe the product I added Wonky Crank Arms which also gives the brand some humour as they are hand made. I felt it was very important for the packaging to reflect that the product is hand made and at the same time giving the product a historic feel whilst keeping it premium. Using a wooden box and carving out the company name did just that. The idea of adding leather hinges and a mahogany lacquer was to give the packaging it’s premium feel. Not being able to read the name on the box is not an issue as they are not on shelves next to other brands.”