Completely Retooling A Tool Maker's Brand!

The Challenge

Kutzall tools is a manufacturer and distributor of quality carving tools that are handmade right down the road in the Cottrellville Michigan. They have been producing these world renowned tools for craftsmen for over 50 years. In terms of product development, customer service, and overall dedication to their craft - we couldn't have asked for a better client.

However, as is often the case with companies who do incredible work and have been in business for so long, Kutzall developed what we call "shoemaker's kids syndrome". They had focused so intensely on making the best tools possible for their customers that they didn't have time to focus on their own brand or keep up with all of the new advertising mediums or modern sales platforms. One day they realized that the Kutzall brand lacked a clear identity and that they were missing out on opportunities to leverage new platforms to reach new customers. Kutzall Reached out to us and we were so excited to help out!



Increase in Organic Traffic


of total revenue comes from Email Campaigns


Increase in Site Conversions


Increase in revenue since new branded material

Keep Reading to Find Out How We Did It!

Kutzall Responsive Website

A fully responsive website that displays perfectly on all device types

The Solution

Hunch Free worked tirelessly to develop a solid brand identity and completely re-tooled Kutzall’s imagery and tone. Like all of our services, before we launched photoshop, picked up a camera, or laid ink to paper we knew we needed to acquire and chew on some serious data.

After collecting 50 years worth of marketing collateral and conducting numerous customer insight discussions, we took all of these data points, plastered them across the walls of one of our dedicated War Rooms and got to analyzing!

We were able to create three unique customer personas and develop a creative content strategy that would appeal to each of those personas. Our strategy focused heavily on: Design & Layout, Photography, Video, and Copywriting.

Design & Layout

Our team designed and built a visually stunning, mobile responsive e-commerce website, that is easy to navigate, and makes tool purchases intuitively simple, no matter what device you're using.

In addition to digital design, our creative team worked closely with Kutzall's leadership to produce all of their traditional print advertisements and tradeshow materials.


Rather than using cold product shots on a sterile background, we knew that the the images to resonate with Kutzall's customers; we had to show their tools in use in their natural environment.

Our photography team setup a fully functional wood shop in our office and photographed Kutzall's complete product line in action and on display. The results of our photo shoot were remarkable images that supported the craftsman lifestyle and could used across their website and traditional advertisements.

Copy Writing

Retooling Kutzall's website meant that we had to create all of their page copy from the ground up. Using the consumer insight data that we unearthed in our deep dive discovery phase, our team analyzed the responses that we received from each customer persona category.

We were able to identify unique linguistic characteristics and key motivational forces that helped write strategic page copy that appeals to each profile. We also learned about the art of carving and even worked on carving projects using Kutzall's tools so that we could better write about their products in a way that was transparently honest.

The result of our work is a website rich in quality copy that is strategically written, SEO friendly and speaks to the customer's internal motivations rather than giving them a sales pitch.

Social Media. These two words have become intimidating to many companies over the course of the last two years. The constant demand for communication, maintenance and transparency require knowledge that exceeds most employees. Many companies wonder if they can afford it while other wonder if they will be able to track their return on investment. I had the same concerns and many more.

In the past couple years I have had the pleasure to work with Hunch Free directly. They have become an essential part of our team and platform we use to communicate to our growing audiences over Southeastern Michigan. Prior to their engagement we were constantly looking for new mediums to integrate with traditional media, little did we know that the answer was right in front of us the entire time. Hunch Free helped us with marketing our Basketball programs, which lead to 93% increase women’s attendance and a 24% increase in men’s basketball games. In addition they have created new ways to share stories and valuable input from our students and reported accurately at the end of each month about the increase of traffic.

I can honestly say I wonder how I ever managed our social media pages without them. I recommend that any company that is ready to take a step forward in this economy to hire them immediately.

Meghan Britton, Marketing Team

Eastern Michigan University


The culmination of our creative services has given Kutzall a new, polished look that accurately portrays the handcrafted lifestyle that they represent. The look and feel of their new brand attributes are not only rich in character and leave behind a lasting impression, everything is intentionally built around an intelligent strategy that is rooted in data science. Get in touch with us to see how we can help you too.

Get in touch with us to see how we can help you too