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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.