Cutting Tools Brochure REBRANDING
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Trusted by the Trades. Cutting Tools Brochure REBRANDING FIVE LEGENDARY HAND TOOL NAMES NOW UNDER ONE ICONIC BRAND As a part of the Apex Global Tool Group brand transition, beginning in 2018 the The following Brand Blueprint shows how the Crescent brand position of Crescent line will expand to include four other famous hand tool brands under the “Producing Professional Results” fits seamlessly into the other aspects of the Crescent name. brand: Our Purpose, Brand Values, Audiences, Brand Benefits, Behaviors, and Communications. These brands have built remarkable reputations on their own, and together, All of these important brand traits are exemplified in the Crescent logo, the Crescent Medallion, and “Trusted by the Trades” tagline. The logo, with its bold font and striking Maker’s Mark, positions the brand confidently and communicates strength. The tagline, TRUSTED BY THE TRADES, works to communicate power, strength, quality, and heritage. BRAND O U R BEHA VIORS will offer professional tradespeople over 2,600 quality tools they can count on to OUR PURPO S E • Enabling the professional • Observant (We know the job site) produce professional results, all under the Crescent banner. What we offer: How we act: Why we exist: Quality tools with proven innovation Producing Professional We believe in solving • Expert (We know the tools) that enables the professional users Results user problems • Confident Leadership With over 150 years of collective tool making experience, Crescent and its support- • Mentoring OUR BRAN D VA L U E S ing brands have proven to be “Trusted by the Trades”. Tough, Innovative, Straightforward, Proactive, Problem-Solving C OMM UNI C ATIONS • Confident • Professional A UDIENCE S • Authentic • Relevant The new brand platform will allow Crescent and its supporting brands to reach a • Energetic • Straight Talking Pro Construction, Trades, Industrial, MRO, Aspirational DIY, Distributors broader market of professional tradespeople through more consistent product & Retailers, Employees design, packaging, and other forms of communication. A new generation of trades- OUR BRAN D BENEFIT S people is looking for tools that will help them produce professional results and a Rational Emotional Innovation, Quality, Durability, Heritage, Confidence, Sentimental, Trust, new, stronger Crescent will be there to answer that call. Experience, Performance Satisfaction, Proven, Emotive Please note this is simply a brand identification change such as trade dress, pack- aging etc. The performance of the tools will not change. Same great tools you buy Below are examples showing different product shapes and different types of today. There will be no tool model number change. There will be no change to the packaging for various Crescent Master Brand and Supporting Brand products. current order system. There will be no disruption of service or performance in any way. We will have a rolling Over the course of the following months, you will begin to see the Crescent brand in change of packaging the market in a more consistent and powerful way. and trade dress in the comings months. So Stay tuned for more information as we go through this transition. you can see the existing If you have specific questions, please contact your sales associate. products in the market for some time. 2 Trusted by the Trades. 3 SNIPS NEXT GENERATION WISS SNIPS Snips made to earn the trust of a new generation. Continuous improvement means never being satisfied. That’s why these new Next Generation snips last 60% longer and require 20% less force to cut on average compared to our snips from just five years ago. And that’s why Crescent Wiss is the undisputed leading brand SHORT HISTORY AND HERITAGE of snips for sheet metal professionals. In 1847, thirty year-old cutler and Today, Crescent Wiss is a premier gunsmith Jacob Wiss immigrates to scissors, snips, and specialty trade the United States from Switzerland. tools brand from Apex Tool Group, Integrated Handle Ring He opens a small shop in Newark, one of the largest hand tool man- For hanging or easy storage New Jersey, forging surgical instru- ufacturers in the world. Crescent ments and shears. His firm pros- Wiss has been the leading brand Ergonomic Latch pers, and during the American Civil in aviation snips for over 50 years, For fast, single-handed War, it makes scissors for Union driven by two simple principles: operation with either hand Army medical units and shears to performance and durability. Cres- cut uniforms. cent Wiss puts those same qualities Ergonomic Non-Slip Grips into every product in its line. Provide excellent control and The company continues to grow, Precision Cast Blades easy cleaning expanding its product offering to Feature durable serrations that include several lines of shears and spread cutting force across jaw, scissors, trimmers, pruning shears, improving cut quality and tool life and tin snips. Crescent Wiss replac- es any broken product, regardless Improved Pivot Design of the reason for damage, and a MADE IN THE loyal customer following develops. Features built-in stops for consistent ★ jaw opening and upgraded spring action for fast, effortless feed Catalog No. Description UPC No. MADE IN THE ★ M1R Metalmaster® Aviation Snip - Cuts Straight to Left 037103580122 Tool Length Blade Length Cutting Product Shelf Packaging SUB-CATEGORIES mm mm Capacity Weight kg Pack Qty. 18 Gauge Low Carbon 248 35 0,396 6 Carded • Snips • Utility Knives Steel (1,22mm) • Scissors and Shears • Trade Tools Catalog No. Description UPC No. MADE IN THE ★ M2R Metalmaster® Aviation Snip - Cuts Straight to Left 037103580184 Tool Length Blade Length Cutting Product Shelf Packaging mm mm Capacity Weight kg Pack Qty. 18 Gauge Low Carbon 248 35 0,396 6 Carded Steel (1,22mm) Catalog No. Description UPC No. MADE IN THE ★ M3R Metalmaster® Aviation Snip - Cuts Straight, Left, Right 037103580214 Tool Length Blade Length Cutting Product Shelf Packaging mm mm Capacity Weight kg Pack Qty. 18 Gauge Low Carbon 248 38 0,408 6 Carded Steel (1,22mm) 4 Trusted by the Trades. 5 SNIPS MADE IN THE METALMASTER® PIPE & DUCT CUTTING SNIPS ★ WISS EDGE AVIATION SNIPS • Compound leverage mechanism reduces hand fatigue • Cuts any shape ducts, seams, sheet metal stock, vinyl tiles and plastic laminates • Jaw action automatically adjusts blade clearance for squarer, cleaner cuts • Spring-action for fast, effortless feed MADE IN THE • Non-slip, textured grips and safety latch ★ Handle design and compound-leverage Tool Length Blade Length Cutting Product Shelf Catalog No. Description UPC No. Packaging mechanism reduce hand fatigue mm mm Capacity Weight kg Pack Qty. 20 Gauge Low Metalmaster® M4RN 037103308580 233 14 Carbon Steel 0,431 3 Carded Pipe and Duct Snip Industry-leading pivot design for (0,89mm) longer overall snip life MADE IN THE METALMASTER® BULLDOG AVIATION SNIP ★ • Compound leverage mechanism reduces hand fatigue USA-made precision- • For notching or trimming extra heavy stock cut-cast blade cuts • Withstands strain of cutting heavy stock and tight curves 3 miles of steel • Spring-action for fast, effortless feed • Non-slip, serrated jaw made of tough molybdenum steel Tool Length Blade Length Cutting Product Shelf Catalog No. Description UPC No. Packaging mm mm Capacity Weight kg Pack Qty. 16 Gauge Low Metalmaster® M5R 037103580252 235 22 Carbon Steel 0,181 6 Carded Bulldog Aviation Snip (1,65mm) Optimal system design requires 20% less cutting force METALMASTER® OFFSET AVIATION SNIPS MADE IN THE Unique blade serrations ★ spread cutting force, improving • Compound leverage mechanism reduces hand fatigue • Offset blades keep hands clear of metal cut quality and tool life • Non-slip serrated jaw of molybdenum steel for compound lever action • Withstands strain of cutting heavy stock and tight curves M7R • Spring-action for fast, effortless feed • Non-slip, textured grips and safety latch for superior control Catalog No. Description UPC No. MADE IN THE ★ M1X Edge Aviation Snip - Cuts Straight to Left 037103278678 M6R Tool Length Blade Length Cutting Product Shelf Packaging Tool Length Blade Length Cutting Product Shelf mm mm Capacity Weight kg Pack Qty. Catalog No. Description UPC No. Packaging mm mm Capacity Weight kg Pack Qty. 18 Gauge Stainless 248 32 0,431 6 Carded 18 Gauge Low Steel (1,22mm) Metalmaster® Offset Aviation M6R 037103583376 235 32 Carbon Steel 0,396 6 Carded Snip, Cuts Straight to Left (1,22mm) 18 Gauge Low Metalmaster® Offset Aviation M7R 037103583383 235 32 Carbon Steel 0,396 6 Carded Snip, Cuts Straight to Right Catalog No. Description UPC No. MADE IN THE (1,22mm) ★ M2X Edge Aviation Snip - Cuts Straight to Right 037103278685 Tool Length Blade Length Cutting Product Shelf METALMASTER® OFFSET AVIATION SNIPS MADE IN THE Packaging ★ mm mm Capacity Weight kg Pack Qty. • Offset Blades Keep Hands Clear of Metal While Cutting 18 Gauge Stainless 248 32 0,431 6 Carded • Non-Slip Serrated Jaw for Compound Lever Steel (1,22mm) • Withstands Strain of Cutting Heavy Stock and Tight Curves • Spring-Action for Fast, Effortless Feed • Extended Single-Material Ergonomic Grips for Reduced Hand Fatigue • Precision Cast Blades Catalog No. Description UPC No. MADE IN THE ★ • Unique Total System Design Requires 20% Less Force to Cut M3X Edge Aviation Snip - Cuts Straight, Left, Right 037103278692 • Blade Serrations Spread Cutting Force Across the Blade Improving Cut Quality and Tool Life Tool Length Blade Length Cutting Product Shelf Tool Length Blade Length Product Shelf Packaging Catalog No. Description UPC No. Packaging mm