Red Devil

Challenge:

Previous spackling and scraping tools suffered from outdated ergonomics, resulting in hand fatigue, blisters and cuts among professionals and DIYers. Red Devil challenged us to redefine the category and build a story of compelling shelf-impact, utility and cost for retail partners.

Approach:

The goal was to optimize ergonomics for both scraping and puttying. A wide range of handle forms were put to the test to generate strong intuitive cues, powerful brand imagery and a positive handling experience. In production, automated blade insertion and a dual-shot molding process reduces cost and increases durability across the multi-SKU line. No more rivets to pry loose over time and decrease stability.

Results:

This line of putty knives and scrapers has become a staple at big-box DIY retailers such as Home Depot and Lowe's. More than just a set of tools, they represent a transformation of the category away from awkward riveted handles toward a more contemporary look and feel. And they have the performance characteristics to match.

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Preliminary Concept

Models

Product Detail