We were super excited when the Toolstation team asked us to help them create a ‘retailer brand’ for their new range of own label brassware. Our objectives were to target tradesmen as well as DIYers with an accessible brand that’s functional as well as stylish. Importantly, as the Toolstation catalogue is such a key selling tool, the identity had to stand out within the catalogue environment to generate sales.
From our team naming exercises we created Ebb+Flo – a brand name with an energy and dynamism that was perfect for the category. The logo font is crisp and clean and held in a cyan lozenge for standout on the catalogue pages. The more functional, value produtcs were sub-branded ‘Contract’ and the packaging was differentiated through a plain, pale grey background. The more style-led products had a repeated brand pattern and a system of icons to communicate the key product benefits.
DGI has delivered a great result for us from the Ebb+Flo naming and branding to the packaging design. Feedback from our customers has been excellent and I’m confident that with our new Ebb+Flo range we will grow our sales and share of the category as well as our profitability.
Commercial Director – Toolstation