Skil Power Tools
Our Approach
brand strategy
research
product design
A century ago, Skil introduced the first circular saw to workshops across America. Today, with newcomer brands increasingly entering the power tool market, Skil needed a new approach to emphasize the brand's history and trustworthiness. CHOi Design created an entirely new visual brand language—one that both underscores Skil's heritage and brings welcome updates—like modernizing geometry, updating color, and creating even more comfortable and ergonomic touchpoints.