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From business idea to ecommerce service brand in 7 months

Torque & Tire
Torque & Tire

Objective:Leading the founders from idea to brand identity to seamless ecommerce website with strategic brand & marketing advice and timely execution.

We’re proud to have helped build a brand new business from the ground up!


The team behind Torque & Tire approached us in November 2020 with a business idea – a mobile tire change service – and asked if we could bring it to reality.

The goal? To have a new ecommerce website up and running by May 2021 in time for the spring tire change season, giving us just 7 months.


  1. A compelling new brand with strong visuals & a memorable name
  2. An award-winning custom WordPress ecommerce website
  3. Nimble design, development & problem solving to meet the target launch date
  4. Smooth & intuitive user experience
  5. Helping Torque & Tire achieve profitability in its first year of operation
  • Business name generation
  • Comprehensive brand identity development (logo, collateral, vehicle wrap)
  • Design & development of an intuitive ecommerce website
  • Strategic recommendations on optimal tech stack
  • Integration of third-party tools (WooCommerce, appointment scheduling, point-of-sale system)
  • Testing, deployment & optimization

For business name generation, we researched options that were memorable, easy to say & available to register as a domain name.

Business name

Once the name was chosen, we provided 5 brand mark options.

5 brand mark options

We conceptualized & designed a new brand with a unique value proposition.

A new brand

We selected & integrated all the tech for the ecommerce site, including appointment scheduling, point-of-sale system, and deposit & payment processing.

The initial idea of a mobile tire change service evolved with the team adding related services such as tire & car storage, car detailing, and tire & rim sales.

With Hyphen’s guidance and patience, our business idea came to fruition within 7 months! They were consultative, collaborative, personable and highly professional throughout the entire process.

Tony Velaidum
Tony Velaidum

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