Sears DieHard Brand Extension

Sears owns 'DieHard," one of the world's oldest and most trusted brands in retail. The idea behind this pitch was to leverage the familiarity, trust worthiness and customer loyalty of the DieHard name and extend it to other 'utility related' product offerings in the store. (Such as: tools, work clothing, automotive, yard care and home repair). The logo and visual branding had to be utilitarian yet attractive, masculine yet approachable.