Source/Inc. - Archetypes

Black & Decker
ARCHETYPES®

DEFINING TRADITIONAL STYLE FOR AN UNTRADITIONAL NEW CONSUMER.
With the advent of McMansions and rampant "blender design" sensibilities, Black & Decker sought to develop a new brand committed to offering a line of architecturally-inspired products to the upscale market.

To anchor this new brand, for which Source/Inc. also handled brand strategy and visual identity, the Archetypes name was developed from extensive explorations and supported by market research.

Complemented by the Source-developed brandline 'The Spirit of Place', this real word assumes new associative strength in the context of architectural style, embodying one-of-a-kind classic design.
(ARCHETYPES IS A REGISTERED TRADEMARK OF THE BLACK & DECKER CORPORATION)


	NAMING SOFTSOAP GARDENEER ARCHETYPES ARTISAN MEMBER'S MARK	CORPORATE BURNES GROUP ACE HARDWARE BOYT WATERPIK KRYSTAL	PACKAGE SOLO AQUAFRESH HIDDEN VALLEY SMEAD ROUND UP SEATTLE'S BEST FOUR MONKS GLISTER LA CHOY MERCUR	STRUCTURE J7 NO LEAK PAMPRIN LUNCHABLES	SERVICES BRUNSWICK ZONE COURT THEATRE REPOSTERIA SUSI

Black & Decker ARCHETYPES® DEFINING TRADITIONAL STYLE FOR AN UNTRADITIONAL NEW CONSUMER. With the advent of McMansions and rampant "blender design" sensibilities, Black & Decker sought to develop a new brand committed to offering a line of architecturally-inspired products to the upscale market. To anchor this new brand, for which Source/Inc. also handled brand strategy and visual identity, the Archetypes name was developed from extensive explorations and supported by market research. Complemented by the Source-developed brandline 'The Spirit of Place', this real word assumes new associative strength in the context of architectural style, embodying one-of-a-kind classic design. (ARCHETYPES IS A REGISTERED TRADEMARK OF THE BLACK & DECKER CORPORATION)
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