
CRAFTSMAN PERMAVOLT
contemporary heirloom drill
How can Craftsman reestablish itself as a premium manufacturer in the DIY drill market?
Inherited Aggression:
the DIY drill dilema:
Despite having a much wider and demographically varied target market, DIY drills tend to inherit the traits of their prosumer siblings. Aggressive styling and bold colors are relevant cues for the workshop and construction site but are the really appropriate for the home?
