CLIENT: Lowe's (2006-present)
PROJECT: Kobalt Tools power, pnematic & hand tool design and engineering
Previously, Kobalt Tools had been a private label brand with very few defining charateristics except for a logo. Lowe's asked us to help them define and design the brand image of their Kobalt line of tools to increase brand recognition and bring extra value to their products.
First, we identified the key visual references that appeal to Kobalt's core buyers, and we documented competitors' branding. Second, we used this information to establish a visual brand identity that was unique to Kobalt. Next, we created a 72-page Visual Brand Language Guide detailing the essential visual elements of a Kobalt Tool. The reference guide was then used by Lowes to unify products made by their various vendors around the globe. Lastly, we helped implement the language by designing over 200 seperate hand, pneumatic and power Kobalt Tools.
Throughout the course of the project, we did extensive ergonomic research in cooperation with our research partners at the OSU ergonomic research department. They helped us refine our design of the tools to ensure that all Kobalt tools had a comfortable grip.
By defining color, textures, logo usage and styling cues we helped bring a consistent look to Lowe's tools and a recognizable point of difference from their competitors. The launch of Kobalt Tools has been extremely succesful for Lowe's and they contribute our work as a big factor in their success.
Our contributions to this project included research, strategy, 2-D and 3-D design development, 3D CAD modeling & engineering and prototyping.
>> See other power tools we've designed and engineered.
>> Learn more about our strategic brand development services.