Product Information

Brand Creation

Stockcode:

Minotaur

Challenge

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’.

Solution

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.

Result

“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

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About us

With more than 30 years of experience, DGI is a multidisciplinary brand design and marketing agency. Our passion is creating brilliant brands. We love nothing more than working with clients to deliver creative, strategically smart solutions that add value to their businesses.

We Specialise in:

Brand Creation
Packaging Design
Brand Identity
Brand Strategy & Planning
Naming & Positioning
Point of Sale
Brand Communication
Digital Media

How we can help…

Brand Creation

Creating new brands and launching new products is what we love to do. Our first step is to create appealing concepts that differentiate ourselves from the competition with strong positioning. Once the name and proposition have been selected, we create marketing materials that will attract the target audience.

Packaging Design

The development of top-notch packaging is what makes us tick! In today's competitive in-store environment, we'll ensure your brands always catch the consumers' attention on-shelf.

Brand Strategy and Planning

Using our expertise, we'll determine what your target consumers want and need. Our team can then help you develop (or fine-tune) your brand's positioning and plan your product portfolio accordingly. As well as creating awareness and encouraging consideration, we are also capable of suggesting effective communication strategies.

Brand Communication

Your brand can communicate effectively at every touchpoint with your consumers with the help of our team. Media such as digital, point-of-sale, literature, advertising, and sales support materials are included in this category. Our team can also design and build websites and create content that will engage your consumers.

How we work…

Our core value is 'creativity that gets results', and we'll always go the extra mile to help you achieve your business objectives...
In order to ensure everyone in the team is on the same page with the commercial challenge, we always spend time 'upfront' understanding a client's business, category, and consumers.
All projects, regardless of size or budget, are overseen by the senior team.

We are able to handle those quick turnaround projects that many others would find impossible, knowing how fast things move today.

It is our firm belief that this partnership approach delivers the best results.

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Company details for DGI

DGI