3Wire

The merger of Bevcor and Northern Parts + Equipment started an acquisition period for this new company in parts distribution. The strategy we suggested was to create a parent brand above the two acquired brands and slowly retire them as stakeholders adopted the new brand.


The new brand name, 3Wire, was inspired by the third wire of an aircraft carrier which is an essential cable for the pilot to catch when landing. The identity was designed to reflect the heating and cooling surfaces and provides a visual metaphor for commercial kitchen parts, which is their core business.


"Capsule's process helped us design a brand that told our story in the most precise manner possible. Personally, I have kept in touch with Capsule for their thoughtful approach to all things brand and design."

David Womeldorf, Vice President, Technology Solutions at 3Wire Group


The launch was an efficient, motivating event internally and a visually bold move externally. The approach of investing in a brand, professional communications and thoughtful design was never taken by a brand in this industry. The new brand was adopted nearly overnight and the two sub brands could be retired early. The results were far beyond expectations.



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