Doing DIY Differently

As the DIY market continues to evolve, so do the needs of the consumer. Dremel, a brand known for its innovative tools, sought to introduce a new product line aimed at today’s DIY enthusiast. This line was designed to cater to a growing segment of DIYers seeking multifunctional tools that provide both power and versatility for a wide range of projects.

To bring this new line to life, Dremel brought in Applied arts to develop the brand identity as well as design the packaging. At the heart of our work was creating a distinct, approachable identity for a new generation of DIYers while staying true to Dremel’s trusted reputation. The logomark—simple and bold—reflects the clarity and confidence we wanted users to feel when picking up these tools for the first time. 

We also established a new color equity to carry the new line, introducing a fresh light blue hue that set Blueprint apart from Dremel’s existing lineup while still maintaining a visual connection to the core brand. This bold choice was championed by key stakeholders on the client side, and ultimately contributed to the line's success.

Alongside the brand identity, we were tasked with designing packaging that not only stood out on the shelf but also communicated the ease and accessibility that Blueprint tools offer. Because the product line was still in development, we faced a unique challenge—designing packaging for tools that didn’t yet exist in final form. With no photography to rely on, we created photo-realistic 3D renders to showcase the tools in both contextual environments and as isolated objects. Our own experience as DIYers led to a small but meaningful idea: including a built-in writing pad on the saw station rendering. The client embraced it, and the feature made its way into the final physical tool itself.

From the start, we focused on the unboxing experience, understanding that the first interaction with a product can set the tone for the user’s entire experience. Clear product labeling and intuitive instruction placement were essential. We paid close attention to how we visually communicated key features, capabilities and a quick start guide complete with step-by-step illustrations. Each product in the line offers multiple functions—for example, the drill combines a laser level, stud finder, and drill in one; the saw station supports square cuts, miter cuts, and acts as a track saw. Our challenge was to communicate all of this clearly and cohesively on the packaging, making it simple and intuitive for DIYers of all skill levels. 

The Dremel Blueprint launch exceeded expectations, with tools flying off the shelves in record time. This was a testament not only to the strength of the product itself but also to the power of a well-executed design that connected with a community of engaged DIYers. Because when the tools are right and the message is clear, anyone can DIY differently.