Hey boomer, Grandpa called – he wants his tools and his macho attitude back.
Calling all beginners, crafters and new homeowners. This line of tools is just for you. We’ve dialled back the over-the-top masculine aggression, amped up the friendly, helpful nature and designed a line of empower-tools.
Meet Radley
OPPORTUNITY
Take everything people think they know about this category; The legacy of overly aggressive masculinity and all the other stereotypes – blow it up, then make it approachable while still reliable – Like a trusted friend.
Provide Art direction, brand stewardship, guidelines, design and execution.
Focus creative and design contributions primarily on retail marketing, merchandising, packaging and brand evolution.
Work with Tier 1 Agency John St., channel leaders and stakeholders to ensure alignment across all touch points.
Govern and validate that all designs track with mission and vision for both Radley® and the master brand Home Hardware.
SERVICES
Strategy / Branding / Art Direction / Design / Photography / Illustration / Typography / Custom Font Development / Packaging / Writing / Marketing / Merchandising
KEY CHALLENGES
Highly competitive – many national and private controlled brands first to market.
Multi-team collaboration with the HH merchandising team, marketing team and Tier 1 Agency John St.
Brand refinement after review and assessment of 6 tool launch.
POWR+® Brand extension for integration of universal Lithium-ion cross-over battery system.
Adapt initial hand drawn letter forms from concept into a functional font source for full tool line roll out of packaging and marketing.
Extremely tight budgets and timelines.
OUTCOMES
From the launch in 2019 of the first 6 hand power tools Radley has evolved and grown into a comprehensive line of hand tools, outdoor power equipment and accessories. Today the 120+ product offerings fulfill the brand promise by empowering a new generation of D-I-Y-ers.
