Following the success of the Hawksmoor, Minotaur and Ebb+Flo brands, the team at Toolstation asked us to refresh the Maverick safety brand.With plans to grow sales through new product ranges, the brand needed to be more distinctive and impactful with a strong positioning that appeals to Toolstation’s Trade & DIY customer base. Our design also needed a clear set of guidelines that would ensure consistency as the Maverick safety range is diverse and manufactured by a large range of suppliers globally.


Our new Maverick identity is bold and impactful with an inherent strength that conveys toughness, durability and quality. This is a key requirement in the safety wear category where high performance and effective protection cues are vital to gain the trust and loyalty of consumers. This is reinforced with our ‘Takes on Tough’ strapline that can be used across packaging, POS and comms material. The fonts are graphic and bold with a black, white and gold colour palette that has standout in the Toolstation catalogue. The chevron stripes and textured background assets make the packs and POS distinctive and immediately recognisable building loyalty as the Maverick range is extended across various product types.


“DGI totally understood the scope of this brief and the new Maverick branding is a great step forward. It’s made the brand more distinctive giving it standout in store, on web and in the catalogue. The ’Takes On Tough’ strapline helps to build brand equity which in turn drives loyalty and sales. We are very pleased with the overall look and feel of the new branding both on pack and in our marketing communication.”

Greg Richardson – Head of Marketing, Toolstation