Brand Zaptivation


The Proposition

The iconic Craftsman brand was recently purchased and is seeking to build upon their core offering of hand and power tools by leveraging their reputation of quality across a set of hardware categories.

Craftsman Gloves are made for the Pro and the DIY-er who seeks quality in feature-rich hand protection.

Zaptivity built from the theme Authentic Work to conceptualize and develop packaging across 4 glove segments, as well as corresponding endcap and in-store merchandising displays for the Craftsman Gloves brand launch.


Authentic Work


The Right Glove for the Job.

Gritty / “blue collar” graphic elements

Rich / earthy palette

Workman-like aesthetic

Heritage ethos


Packaging Design

With the headline “Gloves That Work as Hard as Your Tools”, brand visual language and tone-of-voice messaging were created to position Craftsman Gloves as the authentic, quality solution in the working glove category.