1A Project Scope

Disrupt the code of hammers and hard hats to express the values of a leading South African tool company.

OVERVIEW | MOTHER BRAND WORDMARK

IB

The Process

In an industry that fights on price we amplified Topline’s natural ability to make new friends and deliver a meaningful brand experience. To open new doors and connect them to their 30-year strong founding values, we set out to evolve their identity for the next era of growth. Together we discovered new ways to unlock better stories and non-traditional vehicles for communication to drive their visual identity forward.
1C

The Outcome

Focus made way for brevity – we streamlined their primary palette to a supercharged vivid blue that represents their dynamic culture. Embrace simplicity, be brave were central themes to their brand evolution. Their set Topline’s second wave into motion, resulting in record growth and a renewed value from trade partnerships, continuing to propel our decade-long journey together.

OVERVIEW | DYNAMIC T'S

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02

Brand Identity

Future blue for a forward-focussed era at Topline – energetic, contemporary and empowering the brand to express its ‘can-do’ charm. Increased territory was allocated to white space for constrast and their brand mark was evolved to a modern form – a rhino mark that is digital-friendly and as iconic as the house-hold name Topline Tools has earned in South Africa.  

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BRAND IDENTITY | BUSINESS CARDS

3A

Packaging

New packaging was designed for each product to stand out on-shelf, disrupting the visually manic hardware environment and empowering the customer to make informed buying decisions through real and relevant product information. Simple, bold and uncluttered, the on-pack guides were redefined for a user-friendly experience, empowering customers to make informed buying decisions through real and relevant product information.  

PACKAGING | AUTOMOTIVE RANGE

PACKAGING | AUTOMOTIVE RANGE

Packaging

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PACKAGING | ILLUSTRATION

1B

Illustration

Custom product illustrations help to identify product assembly or contents where kits and sets are merchandised in boxes.
4A

Photography

We elevated their stable of functional, everyday tools to objet status and celebrated them for the trusted, robust performanace. Topline embraced the belief that hardworking tools are worthy of some extra love and detail.

PHOTOGRAPHY | TOPLINE TOOLS

Photography

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05

Communication

Print and digital collateral cuts through the cliché to communicate the Topline offering and arms their dedicated sales force with trade-ready talking points.

Catalogues, flyers, print ads, trade publications and annuals amplify the customer experience of price-and-product, layering the informative collateral with human stories and industry insights.

 

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COMMUNICATION | FESTIVE TIMES

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COMMUNICATION | FESTIVE TIMES 2019

06

Environmental

Topline’s showroom space was redesigned to embody their DNA and the personal approach they deliver to their brand experience. Bright murals, informative infographics and minimal environmental signage all worked together to create an inspiring space that makes people happy. A heritage timeline honours at the entrance serves as a daily reminder of their humble beginnings while a bold mission statement motivates their future-forward focus.

ENVIRONMENTAL | WORKSPACE

ENVIRONMENTAL | OFFICES

ENVIRONMENTAL | OFFICES

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