The goals were simple. Redefine the common sledgehammer and produce the most impactful sledgehammer in the world.
Wilton introduced an innovative, unbreakable handle reinforced with steel bars that tested 50 times beyond the strike limit of traditional wood handled sledgehammers. With that, the Bad Ass Sledge Hammer (BASH) was born. Now it needed to catch the attention of the demolition and construction market, a demographic that typically was reliant on the tried and true.
i3 collaborated with Wilton to develop an aesthetic language authentic to the market and worthy of the paradigm-shifting hammer.
An impactful color choice and angular head design communicated to consumers that BASH was not your father’s tool. BASH was something new, bold and ready to work.