When JCB and B&Q teamed up to develop a new range GBD were drafted in to define a look that was unmistakably JCB. The resulting products have gone on to become the UK's top selling hand tool brand.
Our long-term relationships with some of the world's leading brands has given us the experience to capture a brand’s essence and nurture new product areas which stay true to their roots. GBD worked closely with chosen handtool manufacturer Greatstar, to identify the manufacturing constraints and opportunities to add value. A clear brand language would be developed based around design cues which could be scaled up easily for production.
The team needed to understand the essence of the JCB brand, it’s history and what it stands for. We could then identify the visual cues from which people recognise a JCB product. We developed a set of key elements which were used to define the new product language. These were implemented into a selection of donor products to test the application process and produce supporting visuals.
Our final outcome became so well defined as an aesthetic, it could be generally communicated via a simple swatch which displayed an aggressive asymmetrical “tyre-tread” pattern. The “tyre-tread” was granted a worldwide design registration, and is now protected as part of the JCB brand.
A Selection of recent projects from across Consumer, Industrial and Medical industries. Read more to get an in-depth look into how these market-leading products are developed from conceptualising an idea to production-ready engineering.