Challenge
When Toolstation asked us to develop a brand for the decorating tools category, we jumped at the chance! The range needed to target Toolstation’s established base of trade customers (as well as homeowners) so it needed durability and performance cues. In addition, as a decorator’s reputation is based on the quality of the workmanship, the brand had to communicate the promise of great results across a wide range of painting and decorating tasks.
Solution
Our new Pinnacle brand is confident and smart, offering ‘peak decorating results’. The bright red and grey colour and simple graphic font look smart and accessible whilst giving standout in the catalogue.
The ‘Pinnacle peaks’ of the brand identity have precision cues hinting at the quality of the range and excellent results that the professional decorators can achieve with the tools.