Following 12 months of market research, Austrian abrasives manufacturer, Tyrolit, has completed a comprehensive re-branding of its 80,000 products sold into the trade and construction sectors.

All products, packaging and literature carry new livery, as also do the point-of-sale systems, which have been made more attractive, versatile and functional.

Out go all six former trade names including Classic, Secur Extra and Xpert, to be replaced by one brand name - Tyrolit - and a more logical 1-, 2- and 3-star rating system that presents a rationalised and simplified product range.

In addition, colour coding has been introduced so that a user can see at a glance whether a cutting or grinding disc, for example, is intended for steel (blue), stainless steel (red), cast iron (purple), non-ferrous metals (orange) or stone (green).
The overall effect is that Tyrolit abrasive discs and diamond blades, as well as their intended applications, are much easier to identify and reorder. At the same time, the manufacturer has taken the opportunity to introduce a number of new abrasive products with improved performance characteristics, in particular for dry diamond cutting.

A careful analysis of customer buying behaviour has led to a modern, technical design of product label on which the top area varies little and includes the star rating, critical maximum speed and safety guard warning where applicable.