SKIL
Knowledge is Power
Research
Strategy
Creative
Content & Production
SKIL power tools are an industry leading provider of electric power tools. Refinery created a packaging solution for SKIL’s power tools that demonstrated cohesive branding.
The Challenge
Despite being well-established in the US, SKIL had low brand awareness in Europe. Refinery’s task was to reposition and effectively relaunch SKIL as an innovative challenger brand.
The Idea
Refinery crafted a ‘Knowledge is Power’ positioning for SKIL’s relaunch. This line celebrated SKIL’s intelligent power and intuitive performance while acknowledging SKIL’s 100 years’ of experience.
The Execution
To ensure SKIL stood out, we carved out an attention-grabbing new look and feel using bold colours and textures and crafted a tone of voice that spoke directly to our audience.
