Project Description

Package design for Century Drill & Tool

Company: Century Drill & Tool Corp.
Project: Visual brand, packaging, and retail merchandising evolution.
Purpose: Update a 1940s brand to communicate product durability, heritage, and value (for the tool category) to create a dominant in-store brand presence.
Solution:

  1. All individual product packages are flooded in corporate blue so as to create a “blue wall” effect when displayed side-by-side in the same area.
  2. All packaging text is trilingual (English, French, Spanish) for distribution In multiple markets.
  3. Iconography and color coding systems are deployed for categorization and navigation.
  4. This first and most extensive and difficult drill category is designed by UNO. Guidance on how to design and roll out remaining categories is documented in a comprehensive UNO-developed tutorial manual.

Outcome: Product packaging and the resulting “blue wall” effect were wildly successful – as evidenced by a stream of glowing store owner testimonials and voluminous product sales.

Package design for Century Drill & Tool

This is the first thing you hear when you call the firm founded by Luis Fitch and his wife, Carolina Ornelas. Born in the border city of Baja, California, Fitch spent much of his childhood traveling a

Fitch’s early education in Mexico focused on the fine arts, where he honed his illustration and technical drawing skills. After dabbling in architecture, his passion for the more creative aspects of technical drawing

Package design for Century Drill & Tool

Fitch went on to earn his BFA at Art Center College for Design in Pasadena, California. After graduation, he cultivated clients through freelance gigs for small businesses in Southern California and Tijuana, whom he knew h

Package design for Century Drill & Tool

Fitch’s first company job was working with a design firm coincidentally named Fitch Inc.—no relation. As the only Latino among 200 

Package design for Century Drill & Tool

On the cusp of the millennium, Luis and his wife Carolina founded UNO, a strategic cross-cultural design agency with a mission to bridge the

Filtros™ became indispensable early on for UNO, when companies were asking for designs that simply looked Mexican, rather than attempting to enc

Package design for Century Drill & Tool

While maintaining a pulse on the fluctuating demands of cross-cultural trends and economies, Fitch still flexes his muscles in the fine arts as a successful artist, a Package design for Century Drill & Tool

Though his latest project is largely under wraps at this time, Fitch’s excitement can hardly be contained. Most likely because with the fellowship and UNO’s