Uncovering a brand truth to connect with audiences—through thick and thin.
Cut through the clutter.
Our Challenge
Knee-deep in product parity.
There are several manufacturers in the category that claim to produce the strongest cable and most durable blades. It was difficult for Duracable to stand out and nearly impossible for them to compete on price since they have the highest quality product that’s guaranteed.
Our Solution
A plumber’s best friend.
Duracable was right there beside them, through thick and thin—literally. Then we introduced Duracable Dale, a straight-shooter who tells it like it is and shares valuable words of wisdom along the way. Altogether we created promotional postcards, wearables, ads, and more, all designed to drive sales.
BRAND DEVELOPMENT
Bit by bit.
Duracable’s new brand position required a logo evolution to help deliver on the powerful and long-lasting messaging. We also updated their fonts, focused the color palette, and created graphics to highlight their main differentiator—the incredible warranty.
BRAND ELEMENTS
CHARACTER DEVELOPMENT
Meet Duracable Dale.
Duracable Dale is a custom illustration that conveys friendliness, expertise, and ruggedness—all qualities he shares with Duracable. He’s tough. He’s practical. And he’s always there for you with quality products, personal service, and genuine know-how.
PRINT/DIRECT MAIL
Words of plumbing wisdom.
Duracable Dale regularly appears on print ads and direct mail pieces to share compelling discounts on products for new customers and special rewards for loyal customers. Along the way, he offers sincere words of wisdom from one plumber to another.
MERCH
A badge of honor.
Like many hardworking Americans, plumbers take special pride in the job they do. Especially because not everyone is cut out for it. So, for the chosen few who bravely fight in the face of unrelenting clogs, we created t-shirts to wear as a hard-earned badge of honor.
TRADE SHOW
Dale hits the road.
The new Duracable brand translated beautifully into an engaging tradeshow booth featuring eye-catching product graphics and entertaining messaging. As always, we maintained focus on the warranty so plumbers understood we were standing right beside ‘em—no matter what they were standing in.
