Challenge
As specialists in building brands from the ground up, we were excited to partner with Toolstation on the creation of a retailer brand for their new range of hand tools. The challenge was clear: to develop a credible, durable, quality brand that professional tradesmen could genuinely trust while still feeling accessible to the skilled DIYer.
It needed to embody the positioning of expert tools at competitive prices, underpinned by the core brand essence: 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. To reinforce the positioning we created the tagline ‘Legendary Tools for Trade’, a clear, compelling statement of purpose designed to resonate with professionals across the industry.
