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.

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 Ingersoll Rand team, BOLTGROUP developed the Edge Series™. Deliverables included: name, brand visual identity, retail packaging design, creative art direction, photography style, visual merchandising, messaging, point of sale, and visual brand guidelines for more than 30 tools.

• 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.
• Continue to be sold at retailers such as Northern Tool, Home Depot, and O’Reilly Auto Parts
• Hearst Auto Gears Team reported 4 of the top 12 air tools recommended by pros are Ingersoll Rand air tools