CK Tools aims to carve out a niche with Boxer brand

The hand and power tool manufacturer CK Tools has appointed Boxer to refresh its identity as part of a long-term strategy to boost awareness.

The company is seeking to ‘increase credibility’ with its existing audience and attract a wider audience through the redesign. Boxer was appointed to the project in November 2004 following a three-way pitch.

The marque is still being developed and will be created following extensive research undertaken by Boxer. It will launch globally this autumn, branding all literature products, packaging, stationery and point-of-sale material. CK Tools has headquarters in the UK, Germany, Ireland and the US.

Anna Prosser, client services director at Boxer, says, ‘The brand revitalisation project will touch every aspect of the business, from the way it sells, right through to new product innovation. The brand has great potential and we will take it from something ordinary to something extraordinary.’