|WORKS / LOWE'S | UTILITECH||UNITEDDSN.COM|
LOWE’S HOME IMPROVEMENT
Utilitech is Lowes “utility” brand with a focus on products such as light bulbs, batteries, extension cords, recessed and cabinet lighting, work lights, security lights, flashlights, fans, heaters, and pumps.
Lowe’s saw the opportunity to develop a ‘smart‘ product segment to further enhance the Utilitech portfolio, offering customers an energy efficient electrical line of products.
United was challenged to redesign the core Utilitech brand which was fragmented with a weak identity and shelf presence, while clearly differentiating the three different product segments offerings:
1. Utilitech: good to better quality products
2. Utilitech pro: highest quality products, higher spec for heavy / long term use
3. Utilitech smart: enhanced energy efficiency
IMPACTFUL BRAND PRESENCE AND CLEAR BRAND SEGMENTATION IN A COMPLEX CATEGORY
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