Constructing a masterbrand

We built a Craftsman packaging system that inspires “Tool Confidence.”

 

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Craftsman

With 80 categories and 6,000 SKUs across Tool and Lawn & Garden, Craftsman is the number-one-selling tool brand in the United States.

The ubiquitous Craftsman brand is known for quality, innovation and knowledge. Its outdated and underperforming packaging system design, however, didn’t align with the brand’s new, aspirational positioning—“Tool Confidence.”

Our revolutionary packaging redesign brings “Tool Confidence” to life, makes shopping easier for consumers, and elevates the overall look and feel of the on-shelf display.