ABOUT

Halfords produce a range of tools that are of such good quality they actually come with a lifetime guarantee. In fact they are so well made they are the tools of choice for the Norton motorbike team. So our challenge was to build on this excellent backstory and communicate it across every touch point.

In our opinion, there’s no point beating about the bush if there’s something compelling to say. So the brand mark we developed for Halfords Advanced incorporated the key selling feature ‘Lifetime Guarantee’ as an integral part of the identity. Taking its inspiration from iconic motor badges such as Harley Davidson and Bentley, the mark we settled upon embodied strong shelf presence, confidence and authority. It is now a brand any serious mechanic would be proud to have in their toolbox.