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Lowe's Home Improvement
With the growing success of private label brands in the competitive hardware space, Lowe’s Home Improvement wanted to introduce its own, proprietary line of tools and hardware that could tap into and appeal to a “masculine” persona. Shook Kelley was hired to develop a brand name and identity for this new venture.
Shook Kelley delved into a myriad of topics ranging from the perceived stereotypes of women versus men and what it means to be feminine or masculine, to studying typical male archetypes and the psychology of men. A competitive analysis was also conducted to contrast Lowe’s against its biggest competitor, Home Depot—a decidedly more male-oriented brand.
Shook Kelley ultimately developed ten name and identity options that leveraged a more sophisticated, “evolved male” persona for the Lowe’s brand of tools and hardware.
Shook Kelley delved into a myriad of topics ranging from the perceived stereotypes of women versus men and what it means to be feminine or masculine, to studying typical male archetypes and the psychology of men. A competitive analysis was also conducted to contrast Lowe’s against its biggest competitor, Home Depot—a decidedly more male-oriented brand.
Shook Kelley ultimately developed ten name and identity options that leveraged a more sophisticated, “evolved male” persona for the Lowe’s brand of tools and hardware.