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?

Why Craftsman?

a true american heritage + portfolio opening

For decades, Craftsman was the pinnacle of what it meant to be American Made. Quality materials combined with sound design meant tools were often passed down generations before failure.

In 2017, after the Stanley Black and Decker bought the brand from Sears, Craftsman discontinued Nextec, their 12v line of tools.

Opportunity: Craftsman heritage returns – this time in the package of contemporary DIY drill.