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.

 

Faced with the challenge of evolving the existing Kobalt brand language in a unique and relevant way, Priority Designs found inspiration in the heritage of the category. Rather than choosing to design the new line as an extension of the battery powered tool category, the Priority Designs team chose to look for an element that would bridge the gap between technology and tradition.

 

The tank and frame metaphor emerged as a familiar carryover that instills confidence in the user and sets the Kobalt offering apart from its competitors. From initial battery configuration studies and creating a cohesive design vision, to CAD modeling and documentation, Priority Designs teamed with Lowe’s to create the new Kobalt 40V Max Outdoor Power Equipment line consisting of a string trimmer, a hedge trimmer, two mowers, a blower, a chainsaw, and a polesaw.
 

Gas was once the golden standard, but recent advances in battery technology have opened the door for a new generation of outdoor power equipment. This new generation is as capable as its gas counterpart, without all the hassle and mess. Lowe’s saw an opportunity to enter this emerging market with their well-known, tough and reliable Kobalt line. Lowe’s asked Priority Designs to partner with them to envision and design this new line. 

 

When our partnership with Lowe’s began, brand recognition for Kobalt Tools ranked among the lowest when compared to other tool brands. By investing in a unique Visual Brand Language, extensive advertising, and a commitment to creating high quality products, Kobalt is now among the most recognized and respected tool brands. Kobalt Tools sales have increased dramatically and Lowe’s now enjoys brand momentum over many competitors in the tool category.