Angela Barber

Northern Tool + Equipment

Packaging and Brand Management

The Challenge

Maintain the integrety of over 20 top brands at Northern Tool + Equipment including Klutch, NorthStar, and Powerhorse.

The Solution

At Northern Tool we followed detailed brand guidelines to maintain consistency of each brand. Graphics, colors, fonts, logos, and messaging change over time, but must stay consistent to exemplify professional-quality standards. 90 percent of buying decisions are made subconsciously, that consistency is key to quickly and emotionally connect with customers as a brand gains recognition.