Challenge
There’s nothing we enjoy more than creating brands from scratch, so when Toolstation asked us to develop a brand for their new landscaping range, we jumped at the chance! Our new brand needed to work across a range of larger, higher price items including lawnmowers, but it also had to work across smaller items such as secateurs and other hand tools. The range targets Toolstation’s established base of trade customers (as well as homeowners) so needed performance, toughness and durability values as well as outdoor category cues.
Solution
We created the name ‘Hawksmoor’ which has all the toughness cues and landscape connotations we wanted for the range. This was reinforced with our brand tagline ‘For a Great Outdoors’. Then we developed the Hawksmoor identity - a graphic metallic hawk (for strength and technical values) combined with a contemporary italicised font. Pantone 349c became the ‘Hawksmoor Green’ and is used for product mouldings as well as for the packaging and identity. The packaging design template is bold, graphic and easy to replicate to ensure consistency by the various suppliers. We’ve also used iconography to communicate key features and benefits.