Advertising campaign and brand design

Anna is a Toolster. And you?

As a supplier of quality tools, Brütsch/Rüegger Werkzeuge AG is an established name in the professional sector. With, the innovative tool specialist launches a new brand with an online shop for the B2C sector. evoq develops the new brand identity for the consumer brand - from naming to the launch campaign.

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.





Corporate Design


Online shop screen design

Communication concept

Message board

Adverts and posters

Megascreens (Digital Out Of Home)

HTML5 banner

YouTube Video Ads

Read more Read less

Contact Form