DualSaw is a range of professional-grade power saws and accessories that use proprietary counter-rotating blade technology.
Having initially launched as an “as seen on tv” campaign, DualSaw wished to build on their initial success and grow a retail brand. They needed an effective strategy to compete in home improvement stores where heritage brands had the advantage of established shelf space and consumer trust. The challenges were to identify the right consumer target, shed any negative associations with DualSaw “as seen on tv” roots, and communicate the product benefits in a friendly, accessible way.
The resulting design shakes things up in a category where everyone is playing by the same rules. A series of bold, direct statements highlight key product attributes and help differentiate products, while arresting photography and bright, contemporary colors help set DualSaw apart from the competition. The brand was an instant hit in the market: within 5 months, the brand outsold their entire inventory and received their first 1 million dollar contract with a mass retailer.
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