Before & After: Black + Decker

Black + Decker is known for receiving the world's first patent for a portable power tool. Today, it is well-known in the United States not only as a power tool manufacturer, but for offering "power tools, accessories, outdoor yard care equipment, home cleaning products, automotive and lighting products, hardware and other home improvements products". Recently, Black + Decker introduced a new logo and identity featuring a new usage of their name and a range of new packaging, all designed by Lippincott.

 
In 2013, Stanley Black & Decker engaged Lippincott to help redefine their brand. We outlined clear — and demanding — objectives for the brand strategy and design: the brand would need to be fundamentally human, to reflect BLACK + DECKER’s ability to transform a daunting task into a feeling of accomplishment. It would need to be simple, evoking a past and future of intuitive, human-centric design, while still being meaningfully different and modern.
— Lippincott

BEFORE

AFTER

The rounded holding shape evokes the brand’s once iconic product plaques. The minimalist design speaks to their intuitive products and experience while appealing universally across geographic borders. The stark assertiveness of the packaging celebrates the brand’s power while allowing for design flexibility, most obviously across categories, from BLACK + DECKER’s iconic black and orange, to a softer, more versatile white and gray palette.
— Lippincott

Designed by Lippincott

Country: United States

State: New York

City: New York