BLACK
& DECKER VPX

WHAT WE DID

Brand Development and Design Merchandising Strategy Structural Design

CHALLENGE

Black & Decker turned to us to help develop innovative, creative merchandising solutions to boost their new VPX power tools sub-brand. The sub-brand had a unique target audience and distribution strategy: It would be focused primarily toward women buying at mass-market retailers. The overall design would need to stand out within the power tool category, but still feel like part of the Black & Decker brand. The look and feel of packaging and on-shelf merchandising would need to highlight the high-tech, upscale, and revolutionary character of the products.

SOLUTION

Trends in the power tool industry point to a demand for lightweight tools with an internal power source, exemplified by what’s found in the Black & Decker VPX line. Market evidence also suggests that consumers would pay a premium price for technologically advanced tools that matched their value perceptions. By offering a user-friendly shopping experience combined with enhanced brand interaction, we could establish consumer relationship as a point of difference at retail. To help push Black & Decker VPX further ahead of the competition, we designed an award-winning, integrated merchandising structure to hold the Black & Decker VPX products. This merchandising solution worked together with sleek packaging graphics to elevate awareness of the VPX brand’s internal power source and to successfully differentiate the brand on shelf. The overall message communicated that the brand is as technologically advanced as it is upscale.