Resetting a Flagship Brand for Home Hardware's Private Brand Portfolio
Challenge
Home Hardware’s Benchmark tool brand required a modernized brand identity and packaging system to better compete in the evolving DIY market. The challenge was to clearly communicate the brand’s value, versatility, and the new Omega battery system while ensuring consistency across a wide range of products, from hand tools to outdoor power equipment.
Solution
As the ACD at Rodmell & Company, I led the rebranding efforts for Benchmark, developing a new logo and personally designing the Omega logo. I contributed to name generation for the power tool sub-brand and directed the creation of packaging for the brand’s key SKUs. Additionally, I crafted a design rationale and established guidelines to ensure consistency across all future packaging and brand materials.
Previous Logo
Final Logo
Premium Cordless Tier
Power Tool Application
Brand Guidelines
Lead SKU Packaging
The Result
The rebranding of Benchmark revitalized the brand’s presence in the DIY market, effectively communicating its versatility and the innovative Omega battery system. The cohesive brand identity across packaging and promotional materials continues to reinforce Benchmark’s position as a reliable, user-friendly choice for DIYers. This revitalized identity played a crucial role in the successful launch of the “Built to Build” campaign (developed by advertising agency john st.), boosting visibility and engagement during the critical holiday shopping season and establishing a strong foundation for ongoing marketing efforts.
Image credit: HomeHardware.com – Benchmark Tool Family, “Built to Build” campaign developed by john st.
Creative Team — Rodmell & Company Inc.
Matt DeAbreu • Associate Creative Director & Lead Sku Designer
Designers | Luke Baulk & Corinne Su
Production Director | Paul Cronin
Executive Creative Director | Marcus Nilsson
Production Director | Paul Cronin
Executive Creative Director | Marcus Nilsson
