Ethnographic research was conducted to identify key visual references that appealed to targeted buyers and ensure the designs would be relevant. Competitor visual elements were also analyzed to look for ways to differentiate Kobalt Tools within their category and increase recognition. Lowe’s internal design team was collaborated with to create signature visual elements, shapes, surface details, color palettes, grip textures and logo treatments. The 1st generation Kobalt VBL aligned with the brand messaging to communicate "durability and precision." The VBL Guide was then created to detail the essential visual elements of Kobalt and how to apply those elements to create any Kobalt branded product. This guide was used by Lowe’s to unify product designs made by various vendors around the world.
