Loop Branding







Third-Year University Industry Project with Kingfisher PLC
Brand Identity & Visual System
Duration: 15 Weeks


Why a new brand?

Loop started as a drill, but as it developed it became clear that the existing Kingfisher OEB brand wasn't right for what we were trying to make.

The drill was designed for a younger audience who were new to DIY, so we needed to create a brand from scratch that could make the whole experience feel different.

The identity needed to work across the product, packaging and digital experience, while creating a more approachable visual language for DIY.

That meant building more than a logo. It meant creating a new system, a new visual language and a brand that could make DIY feel less intimidating.


Brand kit
The Loop identity was built from the same rounded, continuous language used in the product.

The brand mark turns the loop into a character, giving the brand a recognisable personality and making the product feel more approachable to a first-time DIY user.

The logo type carries the same exaggerated proportions and rounded forms, creating a visual connection between the wordmark and the physical product.

Together, they form a flexible identity that can move between the product, packaging and wider brand communication without losing its connection to Loop.

Systems
Loop was designed as more than a single product. The brand is built around a circular ownership model that keeps the tool in use beyond its first owner.

Users buy the tool, use it for everyday DIY and maintain it by replacing worn or consumable parts. When the product is damaged, outdated or no longer needed, it can be returned rather than discarded.

The returned tool can then be rebuilt: the battery is responsibly recycled, the outer shell is replaced and working internal components are recovered for use in a new product.

This system extends the life of the product while creating a pathway for the same tool to support the next first-time DIY user.
CMF

Loop’s CMF strategy moves away from the aggressive visual language of traditional power tools, using a softer, more approachable palette aimed at first-time DIY users.

The main body uses nylon for its durability, impact resistance and suitability for the intended price point. The pastel colours are slightly darkened to help hide dust, dirt and everyday wear.

Translucent, frosted components are used around interaction points to make the product feel more familiar and approachable, drawing from the language of transparent consumer electronics.

Brushed metal hardware retains the mechanical character expected from a power tool, creating a balance between playful and capable.
Packaging
Loop’s packaging was designed to carry the same approachable character as the product while working within a tight commercial cost target.

Rather than relying on expensive moulded packaging or plastic inserts, the system uses printed cardboard and protective paper to keep the structure simple and material use low.

The visual identity does most of the work. Colour, the Loop character and bold graphics make the packaging recognisable on shelf without needing expensive materials or complex construction.

The packaging also creates a more playful first interaction with the product, helping move DIY away from the intimidating visual language of traditional power tools.

Shelf impact should come from personality, not packaging cost.
Packaging with personality
Traditional entry-level tool packaging often relies on aggressive industrial graphics, cluttered claims, and plastic-heavy construction.

For Loop, I looked instead at retro confectionery and consumer packaging, where bold colour, character and playful graphics create a strong identity through print rather than expensive materials.

This became a way to make DIY feel more accessible, less intimidating and more emotionally engaging for first-time users.

The product is designed to reduce fear, so the packaging should too.
Designing the packaging system
The packaging needed to do more than contain the drill. It had to introduce Loop, organise the accessories and make the first interaction with the product feel approachable.

I developed a simple printed-cardboard system around the product, testing different layouts, colourways and ways of using the Loop character across the structure.

The final direction uses print, colour and graphic identity instead of complex packaging construction, keeping the system visually distinctive while working within a realistic commercial cost.

A system, not a single box
Once the structure and graphic language were established, I applied the system across a family of colourways.

Each variant uses the same packaging architecture, information hierarchy and visual language, while changing the colour and graphic treatment to create different versions of the Loop range.

This keeps the products recognisably part of the same brand while giving each one its own personality.








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The Eccentric Designer 
crafting products and breaking conventions, one design at a time