In 2003 Hyphen were asked to redesign B&Q's range of 16 budget power tools, the Performance Power range, at the time consisting of a disparate pack of tools of varying styles and colourways.
Our initial thoughts centred around how best to unite the range, and promote B&Q's Performance Power marque. We looked at colour ownership within the power tool market, and established a very distinctive colour palette for the brand marque that embued performance, precision, simplicity and approachability.
To reinforce the clear brand differentiation generated by the new colourway, we developed a series of key styling cues that could be adapted and applied to any power tool within the range, including air venting louvres, buttons, triggers and cable strain reliefs.
The clean, uncluttered aesthetics and fresh modern colour scheme, give the tools great shelf presence, and appeal to a wide range of consumers.
As well as a considerable increase in sales, B&Q found that consumers were willing to pay up to 70% more for the new designs.