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In 2014, a fashion-minded group of entrepreneurs asked us to build a brand from the ground up after determining that white space existed within the belt market. After Wedge & Lever’s analysis, the studio realized that not only was the group correct, but that an online-exclusive brand would ensure an American-made, premium product with an edge on pricing. We also determined that fit would be critical to their competitive advantage. The e-commerce model presented significant challenges for a custom-made product—primarily a lack of direct customer interaction. To make a lasting impression Wedge & Lever needed to bridge the gap between the brand’s digital home and its real-world presence through our key consumer touchpoints: packaging and print collateral.