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.
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.
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.