American Hardware Supply, a cooperative of independent hardware, building and home improvement stores, had successfully reduced many of their costs by joining together, but lacked the brand image and marketing clout of mass retailers.
- To create an identity that would help independent hardware store owners compete more effectively
- Introduced the brand name "ServiStar," to raise the profile and created an aggressive red, white and blue signature and packaging designs for all private label products
- Created a retail strategy of a shared brand identity to strengthen impact in advertising and promotion; increase sales through private-label and point-of-sale merchandising
- Strengthened marketing efforts with explicit guidelines and standards for facilities, signage, vehicles, uniforms and display areas