Fuller handtools originally started in Canada during the 1930’s, eventually arriving on New Zealand shores in the mid 1970’s. With 40 years presence in the local market the brand name commands great brand recall in the construction industry and the tools are renowned for their consistent quality. But the brand required a significant re-fresh to hold it’s own in an evolving category littered with global powerhouse brands such as Stanley.Goodfolk was tasked with auditing the existing Brand, re-expressing the master brand and creating a suite of new brand assets to support the equity in the original word marque.