Product branding and launch campaign for a tool innovation

The Vibration
Sensation

Services

BURN Position^®
Brand DNA
Brand positioning
Brand identity design
Brand story & messaging
Brand manual
Brand assets
Packaging design
Logo animation
Social media communication

Challenge

With E-twice, FELO developed a true world first: the first screwdriver handle that, when exposed to electrical voltage, not only lights up but also warns through vibration. This technological innovation was to become visible and tangible as a standalone product brand. This required a distinctive visual identity, clear product communication, and an attention-grabbing staging for the international market launch.

Solution

SANMIGUEL developed E-twice’s brand identity holistically – from logo development and product and packaging design through to logo animation. In addition, a launch campaign was created for the product presentation at the International Hardware Fair Cologne. Under the guiding idea “The Vibration Sensation”, we translated the innovative warning function into a concise, attention-grabbing product story.

Results

With E-twice, FELO gained a standalone product brand that clearly communicates its technological edge and delivers a consistent experience across all touchpoints. The interplay of brand strategy, design, and messaging ensures strong recognition and gives this world first a powerful presence – from product and packaging through to the international presentation at the International Hardware Fair Cologne. This is how a technical innovation became a brand with impact.