Sears Powers Ahead Diehard

Last year Sear’s commissioned LA-based agency Longo Design to work on its once iconic private brand DieHard. The retailer needed a pitch deck to help promote some new ideas for the brand. The project quickly grew into a full flown rebrand as the team discovered there was an opportunity to enhance the brand and evolve it to something totally exciting and electrifying. 

Through discovery, research and brand archetypes, a solid foundation was found on which to build the new brand. DieHard was expanding to products beyond automotive, so the repositioned brand targets the “Mavericks” who love technology, adventure and confidence. The new brand mantra became: “Powerful, determined, persistent, dependable, authentic.” 

The brand has some incredible longevity, with a very established wordmark. There was no need to mess with it. It has recognized equity that spans generations. So the redesign was built around that pillar, completely reinvigorating the entire brand. From brand guidelines, packaging, point of purchase to in-store merchandising. The design team added a “secondary badge” called the D-Badge. The badge represents the “Power Ahead” tagline, with an energetic shard intersecting through the Diehard D. 

The “Breakthrough Graphic” was then created as an intense vision of “power” from a central core. Justin Maller joined the team and executed this graphic to reinforce the brand positioning. It reflects the premium performance of the DieHard offering. 

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.