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Form to brand, to form - a semantic transformation

Explicit style - focused performance - consistent attitude, those are the the brand core values of Salley - a brand for power tools. As a design-driven brand it represents an alternative to the otherwise technology-oriented competition and formulates a clear attitude towards the design of tools. Result of this work is a comprehensive guideline for the development of the whole product portfolio. It consists of the brand concept, which describes the Identity of the brand, as well as a design concept, which illustrates the translation of brand values in product semantic principles.