Kobalt Tools Visual Brand Language
Helping bring design consistency to Lowe's
The Design Challenge
- Refinement Kobalt’s visual messaging
|Building the Visual Brand Language |
Our internal team conducted ethnographic research to identify key visual references that appealed to targeted buyers to ensure our designs would be relevant. We analyzed competitors' visual elements to look for ways to differentiate Kobalt Tools within their category and worked closely with Lowe’s internal design team to create signature visual elements: product shapes, color palettes, grip textures and logo treatments. The new Kobalt VBL helps communicate durability and precision. We created a 72-page Visual Brand Language Guide detailing the essential visual elements of Kobalt and how to apply those elements to any Kobalt-branded product. This guide is used by Lowe’s to unify product designs made by various vendors around the world.
| Implementing the Visual Brand Language |
Lowe's wanted the tools to not only look consistent, but they needed to function well and be comfortable to use, too. In addition to the VBL, we did extensive ergonomic research in cooperation with our research partners at the OSU ergonomic research department, to refine the design of the tools and ensure all Kobalt tools had a comfortable grip.
Our team of designers helped Lowe’s create the initial 80 SKUs of Kobalt product. Over the years, we’ve since partnered with their team to design an additional 200 Kobalt products.
Enjoying the Success