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Tool Kit Depot
Building a legend for a new tool expert
A masterbrand built on partnership, featuring a memorable worksite dog logo and standout assets like Garry and Dave, transforming Tool Kit Depot into the ultimate tool destination nationwide. All at a pace that left no time for smoko.
THE CHALLENGE
Big box brand retail titans Wesfarmers do not mess around when it comes to brand building. They came to V.I. with a vision to build a brand new national retail brand for tradies and serious DIYers. The challenge was to rapidly build awareness and brand affinity, positioning Tool Kit Depot as the ultimate destination for all things tools.
THE APPROACH
A less ‘shouty’ approach to retail to cut through category clutter.
A suite of brand fundamentals that use visual cues to immediately deliver a feeling of partnership with fellow professionals. A high-end ‘direct and to-the-point’ design aesthetic resonates with the deeper audience need: to get shit done. A go-to market-strategy was developed around a suite of ownable assets for Tool Kit Depot to deliver messaging and create an emotional connection with their audience.
THE OUTCOME
We built a masterbrand around the central idea of partnership. Deep consultation and customer research was used to shape a brand architecture, a suite of identity guidelines and tone of voice articulation to give the brand the tools to create a national presence at speed.
Logo design for a tradie’s best mate.
The brand logo reflects a sense of partnership and loyalty through the use of the worksite dog. An iconic and memorable motif that represents a faithful partnership – a tradie’s best mate on the jobsite.
More of a tool box instead of a rule book. Deep consultation and research became the building blocks for a comprehensive brand identity including logo guidelines, brand launch campaign, social, store fit-out and signage, and seasonal campaigns.
Inspired by the visual language of the construction site
Using hi-vis ‘safety’ yellow contrasted with deep navy to elevate the brand, with concrete and wood textures speaking to the category.
Less ‘shout’ more ‘lol’.
Reward viewer and users for their time and attention by injecting entertainment and likability to our brand and retail messaging. Going beyond the ‘ocka’ with a tone of voice built on passion and knowledge.
“Partnering with V.I. to create a new retail chain from identity to nationwide launch, we have been able to craft a brand that not only stands out, it will stand the test of time.”
