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Brand Zaptivation

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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

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The Right Glove for the Job.

Gritty / “blue collar” graphic elements

Rich / earthy palette

Workman-like aesthetic

Heritage ethos

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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. 

 
 

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