Resetting a Flagship Brand for Home Hardware's Private Brand Portfolio
Challenge
Benchmark, Home Hardware’s private-label tool brand, was known for affordability but lacked the credibility, clarity, and shelf presence of national competitors like DeWalt and Milwaukee. Its dated checkmark logo, inconsistent packaging, and unclear messaging weakened recognition and consumer trust. Home Hardware needed to evolve Benchmark into a credible, performance-driven brand that could stand confidently among national names.
Solution
As ACD at Rodmell & Company, I directed the branding and identity work—guiding the creation of a bold new Benchmark logo, brand system, and packaging framework. I also designed the OMEGA 20 sub-brand to support Home Hardware’s battery platform. The unified visual system established trust, durability, and clarity while improving shelf impact across over 2,000 SKUs.
Previous Logo
Final Logo
Premium Cordless Tier
Power Tool Application
Brand Guidelines
Lead SKU Packaging
The Result
The rebrand successfully repositioned Benchmark from a generic private label into a credible, performance-led tool brand. Packaging clarity dramatically improved the customer experience at shelf, while the OMEGA 20 sub-brand reinforced innovation and compatibility. The scalable system strengthened Benchmark’s role in Home Hardware’s private-label strategy and helped position the brand as a trusted, competitive alternative to national names. The identity also played a crucial role in the successful launch of the “Built to Build” campaign (developed by advertising agency john st.), boosting visibility and engagement during the critical holiday shopping season and establishing a strong foundation for ongoing marketing efforts.
Image credit: HomeHardware.com – Benchmark Tool Family, “Built to Build” campaign developed by john st.
Creative Team — Rodmell & Company Inc.
Matt DeAbreu • Associate Creative Director & Lead Sku Designer
Designers | Luke Baulk & Corinne Su
Production Director | Paul Cronin
Executive Creative Director | Marcus Nilsson
Production Director | Paul Cronin
Executive Creative Director | Marcus Nilsson
