Designing Power Tools
a case study for re-envisioning and re-branding two power tool brands
'Erbauer,' is Kingfisher's professional power tool brand, while 'MacAllister,' is aimed at the DIYer. Both ranges of products are developed by Chinese partners based on bench marking specifications of other products in the market. This gives little or no room for innovation or to be market leading. As a part of a new internal design team we wanted to review the design of these products to see where we make some differentiation from the market, build in some sustainability and create some better products which also meant that we were not tied to one supplier. These projects took place at different times but have been shown together as the process was the same.
Process
We wanted to involve the category in the design of these products, so spent a lot of time with them understanding what these tools should do and who they were for, before running a workshop to define the brand and how the products would be realised. This then led to designing a small range of product to illustrate how the design language would work, working with vendors and understanding their capabilities to then create a wider range of products.
Mac Allister Brand Values
Erbauer Brand Values
Designed 2018
