A bold new tool brand is born

Building on the success of our last hardware branding project, Whippet was tasked to create a tough identity for a line of professional-grade hand tools. With a lifetime warranty, these tools would be made to last – so we created a brand that would leave a lasting impression.

Crafting a brand with bite

To stand out from the many established competitors, we knew this brand would have to own a colour and a distinct ethos. With the lifetime warranty in mind, we settled on a name that instantly conjures up feelings of precision, strength and endurance – Wölf.

Wolf handtools brand guidelines book

Hunting for the right aesthetic

Given our experience with store design and POS, and our existing relationship with Coles Express, Whippet was a natural choice for bringing this unique new Coles Express to life. A new pelmet design, updated packaging, some clean navigation and clear messaging all help to lift perceptions and make the new Coles Express a great alternative while the Elsternwick store is under construction.

“The new Wölf hand tool range is a fantastic addition to Total Tools stores and the brand design has an elegant, no nonsense style that stands out brilliantly on shelf and reflects the qualities of the product.”

Darren Gunton 

General Manager Marketing, Total Tools

Keep your eyes peeled for a Wölf

The Wölf product line features over 120 hand tools, so if you’re in need of a hammer, a wrench, a screwdriver or some snips, pick up a trusty Wölf from your local Total Tools.

The project covered

Visual identity | Design asset creation | Brand guidelines

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