WEBSITE REDESIGN

Case Study

THE CHALLENGE

Distinguish an Unknown Brand

Remington, a relatively unknown value brand in the Lawn Tools category, asked us to design a site that would create brand preference with both their target, Millennial males, and retail buyers. In order to do that, we would need to find a meaningful way of differentiating it from established competitors.

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THE STRATEGY

A Brand Brochure in a Sea of Catalogs

Our Millennial male target was excited about buying lawn tools – they are power tools, after all. But his research would quickly lead him to a set of indistinguishable retail and brand sites, all offering the same staid information. So instead of creating an industry-standard site focused on product specs, we created a site focused on brand imagery, similar to a high-end brochure or website for an aspirational car brand.

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The Idea

Give Him a Brand to Be Proud Of

We put the Remington brand on a pedestal. We used studio photography to highlight the brand’s superior product design, presented its products with relatable and humorous headlines, and brought the tools to life using background videos and animations. The approach helped position the brand as a high-end option in a value category, giving him a brand he could afford to be proud of.

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PRODUCT PAGE HEADERS

ANATOMY OF A PRODUCT PAGE

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MORE WORK