ESSENTIALS was born out of a need for the American giant, Do it Best to refine and condense their product lines from 15+ to ideally 2 or 3. This specific design was an un-used route, but for me was the strongest.

I had the pleasure of re-branding the new 'functional' product line by Do it Best. This encompassed a vast array of products from large building appliances to nails. For this reason the brand needed to be flexible in its form, allowing the biggest and smallest products to adhere in their visual language. The designs need to not look out of place when used for the packaging of a knife or for a sticker on a 4x6 piece of timber.

I wanted the design to have a handmade aesthetic, something you would see stuck on the door of a garage or a home workshop. Something your avid tradesperson could physically create using their tools. Enhancing this further, I took the stencil font and dissected it to create the pattern used in the background of the design, this allows it to have an own-able visual style.