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This sub-brand was created to launch a new multi-purpose screw for the construction market. It has a range of features that make it a high quality product including a "Type 17" point that enables a fast grab and sharp serrated edges on the thread that reduce friction for an efficient insertion. It was these features that inspired the sharp angular graphic of the logo which along with the name "Ultradrive" enforces the idea of "drive" way beyond any standard screw.
The packaging, marketing material and web teaser were designed to be dramatic with a bold colour scheme and the continued angular them of the logo.
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