Carlyle

Carlyle Tools had been the in-house tool brand of NAPA Auto Parts for years. While Carlyle itself was known for quality and reliability, it had fallen out of consideration with the modern technician due the strength and presence of the competition. To stand out, Carlyle needed to evolve its look, feel, and attitude in a way that would turn heads in every garage. So we rebuilt this beast of a brand from the frame up. The result was “Built Different”, positioning that embodies the untamable spirt of Carlyle Tools and the relentless mindset of the technicians who wield them.

The Variable developed bold new branding anchored by an aggressive Sabertooth mark and a color palette that refused to be ignored. From there, we worked with the Carlyle product teams to develop packaging and tool designs to help ensure this new version of the brand would stand out across the industry and take it’s place at the top of the tool chain.