Creating brands from scratch is what we’re best at so we jumped at the opportunity to help the Toolstation team create a ‘retailer brand’ for their new range of hand tools. A Tradesman’s reputation depends on the standard of his workmanship which is directly related to the quality of his tools. So… our new brand had to be credible, reliable and strong to appeal to the target tradesman without alienating DIYers. It also had to reflect the brand positioning of expert tools at competitive prices and our brand idea ‘totally trusted by Trade’.


From our team naming exercise, we created the brand name Minotaur – a mythical creature half man and half bull which perfectly symbolises the values of toughness and strength. We developed a bold red and black identity incorporating the Minotaur head with an impactful, contemporary font. The brand is held in a narrow hexagonal shape for standout in the brochure and on the tools themselves. We also created a proposition statement ‘Legendary Tools for Trade’ to clearly communicate the brand positioning in a smart and engaging way.


“DGI have delivered another fantastic result. The Minotaur name and branding is spot on for the category and the Toolstation business. It has great standout in the catalogue and online and high levels of engagement with both Trade and DIY customers. Although it’s a completely new brand, it’s already got exceptional awareness and, most importantly, we are selling more product and growing market share”.

Matt Nourse – Commercial Director, Toolstation