Fedmax - Putting Everything In Its Place

Fedmax, a garage storage brand known for its cabinets and workbenches, needed a strategic rebranding to justify a higher price point and move excess inventory without compromising its cost-of-goods-sold (COGS) margin. The challenge was to elevate the brand’s perception with a cleaner, more modern look that appealed to consumers willing to pay more for a premium, high-end product. This scrappy yet impactful project relied on smart design choices and thoughtful repositioning based on customer feedback and marketplace data, rather than a large-scale campaign, to achieve big results. By refining the visual identity and product presentation, we successfully liquidated inventory, maintaining profitability with data-driven changes.

Services provided:

Creative Direction
Creative Tone of Voice
Art Direction
Photography Direction
Photography Production
Photography Post-Production
Video Production
Video Post Production

With Assistance by:

Design Work by Hector de Leon
Copywriting by Mark Hoban

Challenge

Fedmax’s garage storage products, including cabinets and workbenches, had become perceived as low-cost, utilitarian options in a crowded market. The challenge was to reposition the brand to justify a higher price point, enabling us to move through excess inventory without sacrificing profit margins. The project had to be completed without a significant budget for large-scale campaigns, requiring creative and efficient solutions to revitalize the brand’s identity while protecting profitability.

Idea

The rebrand focused on elevating the Fedmax identity with a sleek, modern aesthetic that conveyed durability and quality. We introduced minimalist design elements, clean lines, and a more refined color palette, signaling a premium, high-end product offering. By emphasizing the craftsmanship and longevity of the products, we communicated value beyond the price tag. Strategic updates to product photography and packaging further reinforced the elevated look, positioning Fedmax as a brand consumers could trust for top-tier garage storage solutions.

Outcome

The rebranding was a resounding success. By focusing on smarter design decisions and minimal investment, we managed to liquidate excess inventory without compromising on profit margins. The refreshed brand perception resonated with a more discerning audience, leading to increased sales and a higher average selling price. The project proved that a strategic rebrand, executed thoughtfully and efficiently, could achieve significant results even with a modest budget.