Toro Brand
Unleashing the Bull.
How do you transform a time-tested stalwart into a future-driving leader?
Client Challenge: Show Our True Firepower
After over 100 years in the outdoor power equipment business, Toro has established itself as a rugged, trustworthy brand…but the category has grown with several new, modern players entering the game. So they engaged Planit to reposition and refresh the brand, engaging a new generation of consumers and showcasing the brand’s remarkable blend of performance, power, and innovation.
Planit's Solution: Human-Centered, Future-Forward, Undisputed
It takes magic and science to blend legacy and future. Additionally, Toro serves a wide variety of consumers across its business units. From suburban homeowners to rural families taking care of acres of land, to landscaping business owners. Planit leveraged a savvy touch, bravery, and imagination in tying all of these divergent facets and people together, developing a platform centered on their shared human desire to care for and rule the land they love.
The Bloodline: Blazing an Unmistakable Trail
Looking forward is in Toro’s blood. They’ve been doing it for over 100 years. So we created the Toro Bloodline—a key graphic element representing the collective will and skill of past, present, and future. It’s a pathway to the next great innovation, the next great solution, and the next great outdoor experience.
Brand Guide: Fresh, Unified, Powerful
Yes, the effort encompassed all of the usual suspects, like logo standards, font usage, photography style, and brand voice. However, this was the first brand refresh that unified Toro’s look, feel, and tone across its passionate, nuanced business units. We were able to build excitement and consensus around one direction to enable the brand to rally around a shared consciousness while also continuing to speak directly to very different kinds of people.
The Campaign: Leading the Charge
Both rugged and futuristic, strong and sleek, inviting and elevated, new and steeped in a legacy no other brand can match, we unleashed an unmissable brand presence that helps everyone understand that Toro is the relentlessly driven leader they can always trust.
The Bull: Driven and Assertive
Like most industries, Outdoor Power Equipment is dense. Lots of brands who give consumers lots of offerings, many of which share similar traits. What they don’t share with Toro is The Bull. We chose to bring this ownable, aspirational, and downright badass element of the brand to the forefront. An iconic symbol of an iconic brand.
Tradeshow: A Whole New Bullgame
Toro asked us to bring our vision to Equip Expo, the biggest tradeshow in the OPE biz. We took the gloves off and brought down the house with an unprecedented mix of grit and tech, displaying Toro’s wares in a way that lived up to the company’s dedication to innovation. We invited customers but also content creators and influencers in order to expand the reach well outside the tradeshow footprint.
Packaging: Compelling, Clear, Clean
Planit overhauled Toro’s packaging through a whole new strategy that introduced photography, product renderings, copy, that reshaped the way Toro shows up in stores. A more technical look, easy-to-digest benefits, and chef’s kiss branding that cannot go unnoticed.
Promos: Bringing Energy to the Routine
In retail, “promotions” can be a dirty word. But you gotta do what you gotta do…so why not do it big and bold? We reinvigorated Toro’s promotional templates with a powerful new look, incorporating both the bull and impossible-to-miss messaging to drive consumers to purchase, highlighted by a brand new take on their annual revenue-driving event, Toro Days. The upgrade hit Toro’s DTC digital, as well as physical retail at the biggest names in the outdoor equipment game.
Web/Digital: A Reinvigorated Journey
Alternative power sources, smart products that improve people’s lives, even software platforms that help landscape contractors manage their businesses better. Toro’s doing it all. With that in mind, we approached emails, banners, landing pages, and PDPs with a rededication to energy and a dynamic look that would catch the consumer’s eye.
