Founded in 1968, Task Tools, a family owned and operated business, provides products to hardware and building supply retailers across North America. Their in-store presence and identity had remained unchanged for many years, with traditional grey packaging and a hard-to-read logo that no longer fit the product offering. Marasigan worked with Seed Ideas to help rebrand and reposition the company.
In the hardware category, packaging is required to communicate quickly as many products have slight variations in sizing and intended material use. Even though Task products were seen as having good quality and associated value with their customers, it was simply not seen on shelf, and considered to be a generic brand next to the larger players with their confident and bold presence. In response to this challenge, a bold new corporate identity was designed, allowing for easier legibility and stronger brand presence on shelf. An extensive store and shelf review was undertaken, and together with Task, packaging sizes were reduced and made 100% recyclable wherever possible. With this step complete, we undertook a packaging redesign making red the predominant package colour, and created design architecture with streamlined product information, cleaner typography and a system of icons, to help improve the brand’s presence and make product selection easier. Over 700 sku’s were included in the redesign, in five key categories from drill bits to saw blades.
The new branding has rejuvenated the Task Tools brand, not only in-store and with customers but with an important increase in market share. In addition the packaging has been recognized from the North American Retail Hardware Association’s Packaging and Merchandising Awards, a clear validation of the impact of the new design.