As a commodity, the woodworking industry came with its share of challenges—numerous competitors, pushback from the wood industry, and pricing to name a few. From a branding perspective, it's vital to acknowledge and lean into what sets Eureka apart. This inspired a bold and unique typeface, non-industry colors, sun symbolism, and rice straw as a core visual element to stand out amongst B2B customers and B2C in big box stores. In the beginning, the goal was to position Jerry Uhland’s invention of Eureka amongst the greats. Eureka had to enter this competitive space with a story that aligned with the “first-ever”. The presentation deck below includes a manifesto that speaks to just that.
