Justin Lortie’s Post

How much of your success is due to skill and hard work, and how much to luck? This is a question Guy Raz asks each entrepreneur he interviews on his podcast, "How I Built This." When I started Wedge in 2016, the packaging side of brand projects were not seen as particularly glamorous, most designers wanted to work on the cultural stuff. People would often tell me that when you start a studio, ‘ you either do commercial work for financial stability or have fun with artistic projects, which typically don’t pay well.” To me, this dichotomy made no sense. I saw untapped potential in everyday brands across various categories like food, beverages, skincare, home goods, health, etc. And every time we’d design and launch a new one, we would see how much people loved them, shared them and would be proud to bring them in their home. Today, our mission is to “see the unseen”, helping visionary entrepreneurs and organisations becoming the most distinctly authentic version of themselves. Our projects are driven not by a specific aesthetic, but by that North Star. When I learned that we broke the record previously held by the iconic Jones Knowles Ritchie, for the most awarded projects by a single studio, as well as received Editor’s Choice, it didn’t feel like luck, it felt like recognition for the rigorous team work, collaboration, dedication and passion, every, single, time, (plus maybe a grain of stars aligning!) My mother always says we each have our good star guiding us. A special thanks to Sarah Di Domenico, who joined me early on this journey, bringing an unmatched, contagious positivity, always striving to push upward to elevate and become the best versions of ourselves. And to the optimistic Wedge team & folks behind these brands, a huge congrats ✨🥳☀️. Thanks Andrew Gibbs, Founder of Dieline, for years of support! This year's show was chaired by the iconic Brian Collins, Coca-Cola vice president of global design Rapha Abreu, Utendahl Creative founder Madison Utendahl, Interact Brands creative director and partner Fred Hart, and A Plastic Planet and PlasticFree co-founder Sian Sutherland.

Are you're a Designer that has experience with Brand, and Art Direction? We have a position open ⭐️ Apply before April 19th for the opportunity to join Wedge! https://lnkd.in/eZbwH28r

The season is about to change, happy to see omy part of Winter's top picks by Rudy Sanchez; Dieline ☃️ Full Case Study from Wedge → https://www.wedge.work/omy https://lnkd.in/eqR2Y7AD

I’ve been spending the last 2 days at Expo West. I’ve seen the rise of all kind of new drinks such as water with fiber and proteins, drinks with Moss, and more! I though this could be a reminder that simple natural ingredients can go a long way. That’s Mate Libre, a bev. Wedge designed in 2020. Enjoy the good stuff :) https://lnkd.in/dH93ch8r

2 years ago, a simple email landed in our inbox. It was from an entrepreneur full of passion, and the ambition to bring a a joyful spirit to the category. I'm more than excited to finally see this come to life! "My name is David Bly. I came across the Wedge portfolio and I wanted to reach out. I have a Canadian-inspired amaro company, Festif, currently starting up in LA. I'm originally from Montreal, and I was really excited about the possibility of collaborating with your team. The portfolio is incredible, so if you're taking on new projects right now, I'd love to discuss further to see if this could work out." Thanks to the full Wedge team behind this work; Capucine, Noé, Sarah, Shanel, Marilyn. https://lnkd.in/exbg9dVN