RDD were asked to consider the opportunity to the SBD brand portfolio into the AC power distribution category, from Dewalt to Stanley Fatmax to Black and Decker.

Our work began with thorough market analysis, with many retail visits across the key markets, and many hours spent on jobsites and in workshops to thoroughly understand the opportunity.

Using our insights, we were able to propose a fully tired line to stretch across multiple brands, with detailed target price points and target cost pricing to protect margins.

Key to the program is inherent modular construction, ensuring that any combination of socket and additional features could be mixed together at the point of manufacture, minimising tooling investment for maximum return on investment. This modularity also ensured an economy of scale that allowed the introduction of premium materials such as Aluminium, to further demonstrate the robust durable nature of the product line.

Additional innovation was brought to selected ‘hero’ products to further reinforce the strength of the brand in the category, and demonstrate both range and promotional opportunities to retailers.

Industrial design of every component was developed to work within the style guides of each brand, ensuring the right visual language was brought to the program, and further reinforcing the value of the brand through product.

RDD was responsible from start to finish, seeing the program into bulk production, and creating easy to ship but bold point of sale stands and other promotional materials.