Some basic facts about the US hand tool market. Most information courtesy of The Freedonia Group.

Market share analysis of the major players in hand tools.

Competition analysis looked at various manufacturers. The analysis shown is limited to the 16oz Rip Claw Hammer.

A linear analysis showed gaps in the market. The targeted gap was that of high price and reasonable performance, ie. a customer invested in image, not durability.

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This product line-up proposes diversification with three product lines and the tools offered within each.

In search of a design language for the Duralux line, sketching began on basic tools as well as objects whose grips symbolize fine craftsmanship and luxury.

Brand development began with name and logo experimentation.

The name and logo for Capital Tool Co. was chosen (lower right).

This marker rendering proposes three tools in the Duralux line, all of solid cast bodies with over-molded, non-slip handles.

All models were carved from Balsa Foam.

The screwdriver, hammer, and pliers with a base coat.

The final models.