Responding to new market competition, Ideal wanted to re-design their flagship wire nut to not only improve usability and performance, but to also evolve their visual language to reflect Ideal’s brand values and reputation in the market as the dependable, reliable, market leading solution. Considerable attention was paid to increasing grip surface detailing as well as physical/ audible feedback to inform users when correctly applied. The tactical use of overmolding not only increases performance, but yields a more rugged and effective look and feel.

The project was led by John White while at Insight Product Development.