Tiger Tool was built by mechanics for mechanics. Playing in an industry against well-established names like OTC, Snap-on and Matco, they were looking to pump up their brand perception to the level of their products.
Tiger Tool started out with the legendary “tiger tool u-joint puller” – a revolutionary device for freeing seized u-joints from heavy-duty trucks without the use of a blowtorch and excessive hours in labour. As the company significantly expanded and began its in-house North American-made product offering, they needed to modernize their look and reinforce their quality, durability and performance.
We began with a new positioning line and logo refresh. ‘Have What It Takes’ spoke to the end user and framed the company as a solution provider for even the toughest mechanical challenge. Not wishing to lose the hard-won equity invested in their logo, we sharpened up the original Tiger Tool wordmark, simplifying and tweaking the look of the font to make it cleaner and bolder. We then moved on to other critical brand touch points like the packaging, website and trade show display.
Big Repackage Deal
Products were being shipped in boxes with generic Tiger Tool messaging without any identification of which tool was inside. We devised 8 universal boxes and designed 60 individual product adhesive labels displaying the tool inside and providing benefit bullets for customers.
The product catalogue was optimized for user-experience and required an organizational flow that grouped tools into vehicle-class categories making products easier to locate and purchase.
Distribution challenges and a limited stocking dealer network dictated that an e-commerce website was vital in reaching consumers and enabling them to order and receive product promptly. We constructed a user-friendly site using existing videos to tell the company’s story.
To create awareness of the new site, we engineered a digital pay-per-click campaign that repurposed videos on Facebook and YouTube. Dedicated email blasts kept the Tiger Tool name circulating in the market and in front of customers.
Rolling Trade Show
Instead of the traditional trade show booth, Tiger Tool already had a custom demonstration trailer which could roll into a venue and open out into a display complete with product display carts and magazine stands. We produced new graphics for all these components which resulted in a dynamic, freshly branded road show.
The impact was immediate, both online and off. Not only were trade show visitors blown away with the refreshed brand, but in one instance their show sales doubled year-over-year. They even had the DoT inspectors complimenting the trailer during a routine inspection. Web sales have followed suit, with steady increases since the site was launched in 2015. Online sales now account for almost 20% of revenue, augmenting their solid base of brick-and-mortar dealers.