CRAFTSMAN® is recognized around the world for quality and value for more than 90 years. Consistency in tone, character and presence is part of the day-to-day charge for the team at KCD Brands, one that requires multiple partners to keep the brand relevant and contemporary. As agency creative lead, my team designed brand packaging extensions, sub-branding and promotional themes with guidelines for brand partners to steward the evolution of CRAFTSMAN® into a licensed brand at retailers beyond Sears.

Creative direction for brand packaging management, line extensions and artwork development guidelines

All trademarks, service marks, trade names, trade dress, product names and logos appearing on the site are the property of their respective owners. All works for hire reproduced with permission. Each of these projects represent a collaborative effort between clients and creative teams that I have directed or played a part. Any rights not expressly granted herein are reserved.

© 2021 Dave Mez Design