The Craftsman® AXS, a new innovative tool storage system developed by Waterloo Industries, is a far cry from the traditional red, square toolbox found in your father's garage. In grey titanium, AXS curved design delivers a fresh, unique look and is the first toolbox to integrate functionality, personality and design.
Inside the I-Frame® cabinet and chest construction, AXS offers users slide-out work surfaces, 120-Volt outlet power strips, a 12-Volt plug-in, a digital information center, the Master Lock® One-Key learning lock system and LED task lighting.
Strategic Name Development partnered with Waterloo Industries to create a short name that could convey the exciting, futuristic qualities of the AXS toolbox.
"This was one of those fun naming assignments where you get to be among the first to explore a new high-tech toy that every homeowner will want to get their hands on. The new Craftsman AXS toolbox is a must have for any garage that desires to be conspicuous by its AXS," said William Lozito, President of Strategic Name Development.
"We are very impressed with Strategic Name Development's creative insight that pinpointed the essence of the new tool storage system with the AXS brand name, that reflects the innovative design, while at the same time demonstrating a solid strategic foundation," said Beth Sulentic, Senior Marketing Manager of Waterloo Industries.
The Craftsman® AXS, sold exclusively at Sears®, offers a rounded, highly streamlined design. The toolbox's unique design and features move past simple storage to provide the owner with a complete work place experience and with access to all the tools they need to get the job done right.
About Waterloo Industries, Inc.
Waterloo Industries, Inc. is the world's largest supplier of tool storage products that offers over 80 years of manufacturing excellence. The business is built on traditions such as: Quality Product, Innovation, Value, Programs, and Exceptional Customer Service. Waterloo maintains a focus on exceeding customer expectations, which various customers have recognized through their awards process. Waterloo takes great pride in our strong customer relationships in various channels of distribution, both domestic and international.
Waterloo Industries is an operating division of Fortune Brands, Inc.
About Strategic Name Development, Inc.
Strategic Name Development, Inc. partners with companies to develop product namesbrand name researchlinguistics, creativity and target market research to build brand names that are instantly recognizable, memorable and strategically sound. Utilizing its proprietary Name DNA Validation methodology, the company is able to measure emotional bonding power, memorability, latent association, fit to concept, pronunciation and sound symbolism.
Based in Minneapolis, Minnesota, Strategic Name Development has worked with clients from top companies around the globe.
For more information about Strategic Name Development, visit www.namedevelopment.com.
