INGERSOLL RAND
Leading with the Edge Series™
Working with Ingersoll Rand, BOLTGROUP developed the name, visual brand identity, packaging, merchandising & brand guidelines for a new line of products.What We Did
Brand Strategy
Brand Architecture
Brand Naming
Visual Identity System
Experience Design
Brand Design + Communications
Brand Guidelines
Color Palettes
Packaging
Merchandising
Retail Design
Brand Coaching + Training
Art Direction
Brand Stewardship
Brand Production
Fabrication Coordination + Fulfillment
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.