Challenge

Ingersoll Rand, headquartered in the Charlotte metro region, had identified an opportunity to expand its presence in retail venues through a matrix of strategic partners across multiple channels. While there was opportunity for sales growth and expansion of scope of their brand’s influence, there were concerns about potential brand erosion with core users and distributors. Ingersoll Rand risked being seen as a less-serious product and less committed to their core users. The finesse of a solid product and brand segmentation strategy was required. BOLTGROUP teamed up to help.

Solution

Consumers knew of Ingersoll Rand for the legendary product performance and durability they’d been delivering to professionals for years. They wanted to launch a line of home and garage use air tools, available at nearby retailers. Working with the IR team, BOLTGROUP developed the Edge Series™. Deliverables included: name, visual brand identity, packaging, art direction, photography style, merchandising, messaging, point of sale, and brand guidelines for more than 30 tools.

Result

The tools, brand, and packaging have all met with critical acclaim. The IR brand held strong and their conventional industrial and professional markets grew share.