A chiselled new brand identity design for Power Tools Plus, featuring a positioning strategy that put personality into their brand communications.

Case Study

The Challenge

Power Tools Plus (PTP) provide a wide range of high quality tools, fasteners, steel and rural and industrial supplies across Central NSW. With multiple stores that vary in offerings, concerns had been raised regarding the current lack of brand presence and coherence in addition to the company name feeling limiting as PTP offer more than just power tools.

With the goals for future expansion in mind, Percept were engaged to reposition the brand and create a new brand identity design. It needed to be flexible enough to communicate their wide offerings and commitment to providing exceptional service, without sacrificing the personal engagement they currently have with their customers.

The Solution

Percept conducted an in-depth workshop and review of all current PTP brand collateral. From this assessment, a solid brand strategy was developed including a brand story, strategic positioning and consideration of brand launch stages to ensure PTP customers and partner suppliers felt part of the journey.

Following the brand strategy, a new brand identity design was developed with the contemporary, crafted logotype encompassing PTP’s multifaceted approach.

Percept activated the ‘plus’ in the name, creating a flexible logo design that pairs well with the confident, bold colour palette, giving the brand standout amongst the crowd. Light-hearted copywriting, with a quirky tone of voice was also developed, playing on construction/tool related puns to capture the PTP essence – professionals that don’t take themselves too seriously. This deliberate tone of voice features heavily in all brand communications and is an extension of the company’s personality.

The new brand identity design was rolled out across a multitude of deliverables and we also developed a brand style guide for correct application into the future.