Drill, Baby, Drill

Masters is a new home improvement big-box store being launched by Australia’s leading supermarket chain, Woolworths in collaboration with the American chain Lowe’s. It will open with 150 stores kicking in at 13,500 square feet each. Interestingly, the category killer for home improvement in Australia, Bunnings, which Masters seeks to challenge, is owned by Woolworth’s rival and close second place in the supermarket space, Coles. So the competition couldn’t be more intereting. To create the new name and identity, Woolworths turned to Sydney-based Hulsbosch, who also designed the branding for Woolworths in 2008 (reviewed here on Brand New).Hulsbosch created the name MAsters not only because it stands out from the rest, is instantly recognizable, timeless and has the a