Mayhew Tools unveils new brand launch

Jan. 20, 2011
Company announces separate brand identities for both its professional and consumer-specific product lines.

Mayhew Tools, a leading manufacturer of quality punches, chisels, pry bars, and specialty automotive tools, announced that the company has unveiled new corporate and product line-specific brand identities.

The new brand roll out includes updating and evolving the Mayhew corporate mark and related brand elements to reflect the current strategic direction of the company, as well as creating a distinct, individual brand identity for its line of tools targeted towards automotive/construction professionals – entitled Mayhew Pro – and a separate brand identity for it’s consumer-based line – entitled Mayhew Select.

“Over the course of the last several years, Mayhew has made several strategic product line acquisitions, with the ultimate goal of expanding our overall offering to both the automotive/construction professional, as well as the general consumer,” said John Lawless, president and owner of Mayhew Tools. “This new brand logo and identity is in line with the growth and evolution of our company and will help to position Mayhew more clearly to our various key audiences.”

The brand update will be reflected in all Mayhew packaging, as well as its various corporate communications vehicles, including product packaging, literature, marketing vehicles, Web site, etc. Existing product inventory will remain in the market and over the course of the year will adapt the new brand direction along with new product offerings.

“This new brand roll-out is an evolution of the existing Mayhew brand, retaining the long-standing heritage that the company has built since 1856, while providing an updated look and feel that is more in line with the current overall direction of the company,” said Debra Selicious, marketing manager at Mayhew Tools. “We are excited about this evolution in the company’s brand direction and feel it is the next logical step in communicating the Mayhew value to our customer base.”

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