McAlpine Kneepads: A brand for knees that work.
Brand Strategy, Branding, Packaging, Social Media Content , Events
Brief
From 2021–2023 McAlpine Plumbing added to their ceaseless innovation by acquiring Redbacks - a revolutionary impact absorbing kneepad + kneeler system designed to address the pain points of their plumber and tradesmen customers.
We were tasked with a complete rebrand of the product. From Logo to voice & messaging, packaging, events and social media, we delivered a complete brand package designed to delight at every touch point and increase turnover.
Process
We conducted weeks-long research of the kneepad and kneeler market, speaking to industry experts and customers alike across all trades to find out what they actually cared about, what they were looking for, and what their pain points were.
“Pain Relief For Knees That Work” is the core of the messaging that we created - not only touching on protection from kneepads, but also extreme comfort, pain relief but most importantly pain prevention.
We then created a full brand package backed by design that was both utilitarian, informative and most importantly fun - to inject some life into a product people should care about. TikTok and Instagram campaigns, collaborations with influencers, countless trade events and a hands-on human approach were the keys to getting this the message to the people that needed to hear it.
Outcomes
A brand the client was ecstatic with, incredible feedback on marketing from competitors and experts alike, and sales targets smashed by now over 3x was the perfect from a kneepad project that works.
Project Team
Joanne Little
Jason Johnston
Jemica Wan
Sarah Duff
Alan Cunningham
George Galbraith
Client Reaction
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