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/ Performance Power / Power Tools

power tool, B&Q, Performance Power, drill , jigsaw, angle grinder

Briefed with developing a range of entry level power tools for the B&Q Performance Power brand, AME were tasked with creating a distinctive new product aesthetic whilst reducing the cost of manufacture across an array of tools.

Performance Power / Power Tools - Product Range
Performance Power / Power Tools - Angle Grinder
Performance Power / Power Tools - Styling Feature

AME were required to create a new brand language / aesthetic for B&Q’s entry level power tool range, Performance Power. The brief needed the new range to reduce the cost of manufacture compared to the existing range and to produce cohesive aesthetics across a comprehensive range of power tool products.


AME developed distinct product deign styling cues and features to create a strong visual identity across the 32 greatly varying products. Previous issues with the manufacture and assembly process were also resolved reducing component counts and eliminating unnecessary expensive finishes. In the final stages of the project a Style Guide document was created and issued to all vendors. This assisted during the manufacturing process to ensure the original brand guidelines were adhered to.


Kingfisher Product Manager, “AME really listen and understand what I need, you’re flexible and adaptable, you can deal with ambiguity and change, you always answer the brief and can meet the most ridiculous timescales!”