Project Overview:
Anderson Hardware is a budget hardware brand centred around selling bulk tools, hardware, and accessories for the cheapest possible price at auction.
The brand was developed to be used as a placeholder brand for unbranded import items, as to make buyers more comfortable with the idea of buying unbranded items.
Project Scope:
Full Brand Identity
Services Rendered:
Art Direction | Style Guides | Packaging Design | Graphic Design | Brand Identity
Building the Brand
The Anderson Hardware brand is a sub-brand of an auction company, with the hardware brand filling the role of being placed on specially-ordered bulk hardware and tools that are not branded.
The client wanted a friendly and not-so-serious brand, revolving around the idea of strength. We approached the brand from a mascot direction to develop this idea, with the mascot being an all-smiles and strong character.
We developed the tagline "Not the sharpest tool in the shed, but definitely the strongest!" as a pointer to the brawn-over brains aspect of the tools, being affordable but reliable.
The mascot is posed in a stance for the main logo where he is flexing his muscle, but also doing the headscratching pose to point to the tagline. The client was in love with the idea.
The Brand in Action
Included in needs for the brand deliverables were customized packaging slips for Resin Shelving & Packaging for bulk hardware such as the pictured deck screws.
Beyond the packaging, clothing was also made with the logo so that the employees could be donned in Anderson Hardware apparel, with light fabric for summer days and heavier sweaters and jackets for the winter.
Signage templates were also included in the mockups for future brand usage.
