Brand development and advertising campaign for the B2C online tool shop
Brütsch/Rüegger Werkzeuge AG sells more than just tools in its online shop: passion, quality and rapid availability. A claim that is reflected in the new B2C brand Toolster and directly addresses quality-conscious do-it-yourself enthusiasts.
An independent consumer brand with identification potential
The Toolster name developed by evoq introduces a new generic term for do it yourself enthusiasts. Real Toolsters live for their passion and place the highest demands on their work and their tools. That is why they trust in the promise of the online shop: An unseen wide range in professional quality and everything available from stock. A promise that speaks from the heart of the do-it-yourself enthusiasts: Order today, get started tomorrow.
The logo, a seal of quality for do-it-yourselfers
The high standards of the tool shop are also reflected in the new appearance. The logo as a heraldic symbol is a symbol of passion, quality and belonging and emphasises the high quality of the online shop. It is the seal of quality that makes the passionate do-it-yourselfer a real toolster. The concise logo thus forms the basis of a dynamic brand design that expresses tradition and modernity in equal measure and can be used flexibly with images and colours.
High standards meet dynamic doers
Toolsters are real doers. And that's how they are shown: In the middle of the project, close to it and fully in action. The classically elegant black and white imagery is combined with fresh signal colours and agile design elements. A contrast that generates excitement, creates emotions and underlines the high standards of the target group. True to the motto: There are many do-it-yourselfers, but only a few are real toolsters.
Tailored to the needs of the target groups
In order to directly address the different characteristics of do-it-yourselfers, a message board is developed to promote the core target groups. From the USP to concrete benefits and strong arguments to formulated core messages, all relevant content is gathered in one place - a creative playground for any communication measures, on and offline.
The brand experience in the campaign
A number of advertising measures are implemented, such as print and digital out-of-home ads (mega screens), but above all HTML5 banners and YouTube video ads that lead interested do-it-yourselfers directly to the online shop.
The name puts the essence in the centre: whoever buys professional quality here belongs to it and is a real "toolster".
