With its new brand identity, RotoZip by Bosch now has contemporary, consistent packaging across the entire line of tools and accessories.

After acquiring the assets of RotoZip Corporation in 2003, the Robert Bosch Power Tool Corporation added the RotoZip Spiral Saw to its impressive lineup of power tools. The cutting tool system is the leader in its category and said by many to be the gold standard on professional job sites. But, success breeds competition, and Bosch wanted to defend against new products that could erode market share and sales.

To maintain leadership, the Bosch team enhanced the RotoZip Spiral Saw with dozens of new features to uphold the product’s claim to offer the ultimate in precision and
efficiency—saving time, effort and money on the job. But, Bosch recognized that the RotoZip needed more than new features to stay on top. Bosch turned to The Bailey Group, a strategic branding and design firm in Plymouth Meeting, Pa., for help in developing a new brand identity for RotoZip’s packaging and merchandising displays.

In addition to analyzing competitive products and identities, the Bailey team interviewed professionals from the contracting trade about their experiences with the RotoZip. Based on that research, The Bailey Group defined the tool’s brand essence as original, efficient, powerful, precise, tough, comfortable, and versatile. The team then translated that essence into clear product positioning: “Tough enough to tackle any job.”

Brand synonymous with category
According to The Bailey Group, as the first product of its kind, RotoZip is akin to Xerox, Kleenex, or Band-Aid—a brand that is synonymous with the category. The Bailey Group recommended leveraging that equity and further strengthening the brand with the new name “RotoZip by Bosch.” The name is said to convey the equity of the category founder while communicating Bosch’s resources and added value.

With the essence, positioning, and name established, The Bailey Group designed a new packaging structure and graphics highlighting the product. The Bailey team designed new merchandising displays, including two- and four-foot end-cap display units, beam-mounted power wing displays, and various quarter-pallet display systems. Bosch also directed Bailey’s team to coordinate, manage, and oversee a comprehensive marketing campaign that included television spots, public relations, direct marketing, and an in-store demo program.

As a result, says The Bailey Group, RotoZip by Bosch achieved a stronger identity that captures its heritage as the original spiral saw, and benefits from its association with Bosch. The brand has contemporary, consistent packaging across the entire line of tools and accessories. Most important, the product’s positioning is being communicated clearly and consistently across media.