Honda was entering the cordless power equipment market significantly later than competitors, who had already established strong positions with consumers. The challenge was overcoming the perception of being a latecomer while reinforcing Honda's legendary reputation for quality and reliability in a new technology category. Honda needed to communicate that their delay was strategic - ensuring they could deliver the superior performance and durability customers expected from the Honda name.

I developed a comprehensive brand concept including logo mark and visual identity that positioned Honda's entry as "getting it right" rather than being late to market.