Knowledge is Power
Repositioning SKIL as the innovative challenger brand with the right tools for the right job.
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.
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.
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.