DIEHARD
REBRAND
Reimagining the iconic Sears brand to a new, adventurous consumer.
A complete brand refresh including brand story, brand positioning, packaging, guidelines, and merchandise execution.
• DieHard Creative Director: Ross Carl
• Illustration by Justin Maller.
CHALLENGE
Reinvigorate the iconic Automotive brand to complete line of Power-based products with a new determined attitude.
RESULTS
A persistent new brand that caters to the adventurous consumer who demands high quality products catered to them.
SERVICES
Branding
Brand Positioning
Rationale
Packaging
Retail Execution
QUOTE
"It's quite amazing to work on a brand you remember as a kid. Having this opportunity to elevate the brand was a dream come true."
-Nick Longo
{"items":["f452587d-d163-4ef8-8c31-37916b8e8873","618bb1b7-fc35-45f1-85f6-1979e32f96dc","d9a66943-251e-4795-9bdc-41716c985fe0","a079bdfe-67d7-44ab-823e-789e92a304ac"],"styles":{"galleryType":"Columns","groupSize":1,"showArrows":true,"cubeImages":false,"cubeType":"fill","cubeRatio":1,"isVertical":true,"gallerySize":100,"collageAmount":0.8,"collageDensity":0.8,"groupTypes":"1","oneRow":false,"imageMargin":0,"galleryMargin":0,"floatingImages":0,"chooseBestGroup":true,"smartCrop":false,"hasThumbnails":false,"enableScroll":true,"isGrid":false,"isSlider":false,"isColumns":false,"isSlideshow":false,"cropOnlyFill":false,"fixedColumns":1,"enableInfiniteScroll":true,"isRTL":false,"minItemSize":120,"rotatingGroupTypes":"","rotatingCubeRatio":"","gallerySliderImageRatio":1.7777777777777777,"numberOfImagesPerRow":3,"numberOfImagesPerCol":1,"groupsPerStrip":0,"borderRadius":0,"boxShadow":0,"gridStyle":0,"mobilePanorama":false,"placeGroupsLtr":false,"viewMode":"preview","thumbnailSpacings":0,"galleryThumbnailsAlignment":"bottom","isMasonry":false,"isAutoSlideshow":false,"slideshowLoop":false,"autoSlideshowInterval":4,"bottomInfoHeight":0,"titlePlacement":"SHOW_ON_HOVER","galleryTextAlign":"center","scrollSnap":false,"itemClick":"nothing","fullscreen":true,"videoPlay":"hover","scrollAnimation":"NO_EFFECT","scrollDirection":0,"overlayAnimation":"NO_EFFECT","arrowsPosition":0,"arrowsSize":23,"watermarkOpacity":40,"watermarkSize":40,"useWatermark":true,"watermarkDock":{"top":"auto","left":"auto","right":0,"bottom":0,"transform":"translate3d(0,0,0)"},"loadMoreAmount":"all","defaultShowInfoExpand":1,"allowLinkExpand":true,"expandInfoPosition":0,"allowFullscreenExpand":true,"fullscreenLoop":false,"galleryAlignExpand":"left","addToCartBorderWidth":1,"addToCartButtonText":"","slideshowInfoSize":200,"playButtonForAutoSlideShow":false,"allowSlideshowCounter":false,"hoveringBehaviour":"APPEARS","thumbnailSize":120,"magicLayoutSeed":1,"imageHoverAnimation":"NO_EFFECT","imagePlacementAnimation":"NO_EFFECT","calculateTextBoxWidthMode":"PERCENT","textBoxHeight":0,"textBoxWidth":200,"textBoxWidthPercent":50,"textImageSpace":10,"textBoxBorderRadius":0,"textBoxBorderWidth":0,"loadMoreButtonText":"","loadMoreButtonBorderWidth":1,"loadMoreButtonBorderRadius":0,"imageInfoType":"NO_BACKGROUND","itemBorderWidth":0,"itemBorderRadius":0,"itemEnableShadow":false,"itemShadowBlur":20,"itemShadowDirection":135,"itemShadowSize":10,"imageLoadingMode":"BLUR","expandAnimation":"NO_EFFECT","imageQuality":90,"usmToggle":false,"usm_a":0,"usm_r":0,"usm_t":0,"videoSound":false,"videoSpeed":1,"videoLoop":true,"gotStyleParams":true,"selectedLayout":"6|bottom|1|fill|true|0|true","allowSocial":true,"allowDownload":false,"allowTitle":true,"allowDescription":false,"loveButton":false,"loveCounter":true,"showVideoPlayButton":true,"galleryImageRatio":2,"sharpParams":{"quality":90,"usm":{},"allowUsm":true},"galleryHorizontalAlign":"center","galleryVerticalAlign":"center","imageLoadingWithColorMode":"PICKED_COLOR","imageRatioType":"FIXED","numberOfDisplayedItems":3,"itemBorderColor":{"themeName":"color_15","value":"rgba(27,27,30,1)"},"itemShadowOpacityAndColor":{"themeName":"color_15","value":"rgba(27,27,30,0.2)"},"textBoxBorderColor":"color-5","titleDescriptionSpace":6,"textsVerticalPadding":0,"textsHorizontalPadding":0,"textBoxFillColor":"color-2","alwaysShowHover":false,"isStoreGallery":false,"previewHover":false,"calculateTextBoxHeightMode":"MANUAL","galleryLayout":6,"useCustomButton":false,"customButtonText":"","itemOpacity":{"themeName":"color_15","value":"rgba(27,27,30,0)"},"itemFont":{"family":"raleway","displayName":"Paragraph 2","style":{"bold":false,"italic":false,"underline":false},"size":14,"preset":"Body-M","editorKey":"font_8","fontStyleParam":true,"value":"font:normal normal normal 14px/1.4em raleway,sans-serif;"},"itemFontSlideshow":{"family":"raleway","displayName":"Heading 5","style":{"bold":true,"italic":false,"underline":false},"size":22,"preset":"Custom","editorKey":"font_5","fontStyleParam":true,"value":"font:normal normal bold 22px/27px raleway,sans-serif;"},"itemDescriptionFontSlideshow":{"family":"raleway","displayName":"Paragraph 2","style":{"bold":false,"italic":false,"underline":false},"size":15,"preset":"Custom","editorKey":"font_8","fontStyleParam":true,"value":"font:normal normal normal 15px/18px raleway,sans-serif;"},"itemDescriptionFont":{"family":"raleway","displayName":"Paragraph 2","style":{"bold":false,"italic":false,"underline":false},"size":15,"preset":"Custom","editorKey":"font_8","fontStyleParam":true,"value":"font:normal normal normal 15px/18px raleway,sans-serif;"},"itemFontColor":{"themeName":"color_11","value":"rgba(255,255,255,1)"},"itemFontColorSlideshow":{"themeName":"color_15","value":"rgba(27,27,30,1)"},"itemDescriptionFontColor":{"themeName":"color_11","value":"rgba(255,255,255,1)"},"itemDescriptionFontColorSlideshow":{"themeName":"color_15","value":"rgba(27,27,30,1)"},"loadMoreButtonFont":{"family":"raleway","displayName":"Paragraph 2","style":{"bold":false,"italic":false,"underline":false},"size":14,"preset":"Body-M","editorKey":"font_8","fontStyleParam":true,"value":"font:normal normal normal 14px/1.4em raleway,sans-serif;"},"loadMoreButtonFontColor":{"themeName":"color_15","value":"rgba(27,27,30,1)"},"loadMoreButtonColor":{"themeName":"color_11","value":"rgba(255,255,255,1)"},"loadMoreButtonBorderColor":{"themeName":"color_15","value":"rgba(27,27,30,1)"},"arrowsColor":{"themeName":"color_11","value":"rgba(255,255,255,1)"},"oneColorAnimationColor":{"themeName":"color_11","value":"rgba(255,255,255,1)"},"responsive":false,"targetItemSize":100,"isAccessible":false,"allowLeanGallery":false,"layoutsVersion":2,"selectedLayoutV2":6,"isSlideshowFont":false,"externalInfoHeight":0,"externalInfoWidth":0},"container":{"top":"","bottom":"","left":"","right":"","width":980,"height":500,"position":"","avoidGallerySelfMeasure":true,"galleryWidth":980,"galleryHeight":500,"scrollBase":0}}