Product Information

Brand Identity

Stockcode:

Maverick

Challenge

Following the success of the Hawksmoor, Minotaur and Ebb+Flo brands, the team at Toolstation asked us to refresh the Maverick safety brand.With plans to grow sales through new product ranges, the brand needed to be more distinctive and impactful with a strong positioning that appeals to Toolstation’s Trade & DIY customer base. Our design also needed a clear set of guidelines that would ensure consistency as the Maverick safety range is diverse and manufactured by a large range of suppliers globally.

Solution

Our new Maverick identity is bold and impactful with an inherent strength that conveys toughness, durability and quality. This is a key requirement in the safety wear category where high performance and effective protection cues are vital to gain the trust and loyalty of consumers. This is reinforced with our ‘Takes on Tough’ strapline that can be used across packaging, POS and comms material. The fonts are graphic and bold with a black, white and gold colour palette that has standout in the Toolstation catalogue. The chevron stripes and textured background assets make the packs and POS distinctive and immediately recognisable building loyalty as the Maverick range is extended across various product types.

Result

“DGI totally understood the scope of this brief and the new Maverick branding is a great step forward. It’s made the brand more distinctive giving it standout in store, on web and in the catalogue. The ’Takes On Tough’ strapline helps to build brand equity which in turn drives loyalty and sales. We are very pleased with the overall look and feel of the new branding both on pack and in our marketing communication.”

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