Challenge
As specialists in building brands from the ground up, we were excited to partner with Toolstation on the creation of a new retailer brand for their range of hand tools. The challenge was clear: to develop a brand that tradespeople could genuinely trust—credible, durable, and professional—while still feeling accessible to the skilled DIYer. It needed to embody the positioning of expert tools at competitive prices, underpinned by the core idea: Totally Trusted by Trade.
Solution
Following an in-depth naming process, we landed on ‘Minotaur’ a powerful, mythical creature that perfectly captures the essence of strength, resilience and reliability. We brought the brand to life with a bold red and black identity, featuring a distinctive Minotaur head mark and a confident, modern typeface. A custom narrow hexagon shape was developed to give the brand a strong visual footprint across packaging, tools and collateral. Reinforcing this positioning, we created the tagline ‘Legendary Tools for Trade’, a clear, compelling statement of purpose designed to resonate with professionals across the industry.
