(The Home Depot)
The Home Depot was launching a brand of core range tools that were of good quality, but at an affordable price point. Thus, they needed to express that the brand was reliable and one that customers could trust.
Anvil, the name of a metal working tool, implied getting things done quickly due to the short length and inherent speed of the word. Anvil supported the brand’s promise to its consumers to easily, and economically, take on home repair and maintenance projects with confidence.