The company revitalized its brand, logo and colors to reflect the company’s history.
“The Ames brand is older than the country itself, and many of the values that the brand was founded upon are those that formed the backbone of America,” says Eric Bernstein, vice president, marketing and product development. “We evolved the Ames logo and brand presence to reinforce the brand’s legacy of manufacturing quality lawn and garden products and to connect with today’s end-users.”
Ames is the third oldest brand in the country and used research to determine the rebranding.
To enhance the brand look, the Ames team conducted qualitative and quantitative customer research to find out which designs resonated best among buyers of lawn and garden tools.
Online surveys and in-person interviews conducted across the country helped confirm the design of the products in the Ames portfolio.
