MAXIMUM

 

Taking It To The Max

 

RECONSTRUCTING A BRAND

With their Mastercraft product line as a solid foundation for the DIY consumer, Canadian Tire sought to revitalize and elevate Mastercraft Maximum—their premium tool offering—to a best-in-class brand that trade professionals could trust. The new MAXIMUM needed to be differentiated to showcase the major improvements in quality, performance and innovation, and stand out from its own competitors as a new authority in Tools. To achieve this new brand positioning, we put on our boots and got to work crafting a new name, brand identity, and packaging design.

 

X MARKS THE SPOT

Following an audit of the current MAXIMUM lineup and its competitors, we recommended the removal of the "Mastercraft" qualifier to differentiate MAXIMUM as a premium product targeting a completely new customer. We then developed a bold, authoritative wordmark with subtle building and construction cues that make it appropriate for the category. An emphasis on the deconstructed silver "X" gives the identity a distinctive element that the brand can hang its tool belt on.

Next, we updated the packaging to reflect this new direction. We developed an organized communications hierarchy, with large hero product imagery and a pull-down tab system to showcase key attributes. We decided on a sophisticated black background with branding aligned to the base of the package to elevate MAXIMUM and separate it from the competition. Finally, we developed detailed packaging standards to facilitate final artwork rollout for production and prepress partners. With this premium and rugged new look and feel that distinguishes it from both Mastercraft and competitors, the reconstructed MAXIMUM brand has the right tools to get the job done.

 

 
  • Canadian Tire Mastercraft Maximum
  • Canadian Tire Mastercraft Maximum
  • Canadian Tire Mastercraft Maximum
  • Canadian Tire Mastercraft Maximum
  • Canadian Tire Mastercraft Maximum
  • Canadian Tire Mastercraft Maximum
  • Canadian Tire Mastercraft Maximum
  • Canadian Tire Mastercraft Maximum
  • Canadian Tire Mastercraft Maximum
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