Product Information

Brand Design

Stockcode:

Hawksmoor

Challenge

There’s nothing we enjoy more than creating brands from scratch, so when Toolstation asked us to develop a brand for their new landscaping range, we jumped at the chance! Our new brand needed to work across a range of larger, higher price items including lawnmowers, but it also had to work across smaller items such as secateurs and other hand tools. The range targets Toolstation’s established base of trade customers (as well as homeowners) so needed performance, toughness and durability values as well as outdoor category cues.

Solution

We created the name ‘Hawksmoor’ which has all the toughness cues and landscape connotations we wanted for the range. This was reinforced with our brand tagline ‘For a Great Outdoors’. Then we developed the Hawksmoor identity – a graphic metallic hawk (for strength and technical values) combined with a contemporary italicised font. Pantone 349c became the ‘Hawksmoor Green’ and is used for product mouldings as well as for the packaging and identity. The packaging design template is bold, graphic and easy to replicate to ensure consistency by the various suppliers. We’ve also used iconography to communicate key features and benefits.

Result

“We have just launched the Hawksmoor landscaping range and have received some excellent feedback from our stores and customers alike. DGI answered our brief perfectly and the result is a really strong brand that has all the values we were looking for and that sits comfortably with the other Toolstation brands. Now Spring is here we’re looking forward to growing our share of the landscaping tools category.”

Greg Richardson – Head of Marketing, 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