In 1995 Kaufmann was developed and established for the agricultural and countryside communities who were looking for good value, quality tools, that they could trust.  Because of their remoteness, and tough working conditions, these communities value reliability in equipment as critically essential. Each Kaufmann tool carries this tradition of being built for the purpose to do the job at hand.

Over the past 24 years, the Kaufmann brand has grown from strength to strength, gaining traction and popularity all over the South African countryside. As with all long-standing brands, Kaufmann had to weather and recover from the ever-changing economic and manufacturing landscape. Many changes were made to the brand over the years, adding more product ranges under the name synonymous with bringing quality home.   

Fast forward to 2018 and you have arrived at another momentous crossroad in the Kaufmann story. The Agrinet product team had been hard at work for 3 years developing and strategising in preparation for the next few decades of the brand’s life span.

The team reviewed every aspect of the brand, from product and range selection to new packaging and re-evaluated many manufacturers in order to create a product range to be inclusive of all hands-on South Africans in urban and rural areas. The latest trends in branding, product design and manufacturing were taken into account to present the loyal Kaufmann consumer with a fresh take on the affordable quality of Kaufmann, and also to make the brand appealing to urban consumers.

In much the same way agricultural communities are pioneers in their respective fields, the Kaufman brand pioneers new frontiers in the hardware tool category. Kaufmann is a proudly South African brand that now can hold its own among international contenders in the same field in terms of quality and presentation.

The Kaufmann story itself is the inspiration behind the upgraded brand identity. With a rich and deep-seated heritage in the agricultural communities of South Africa, inspiration was sought from the land itself.

South Africa has a rich landscape that has been shaped and harnessed by the hands of people, whether farmers, builders or conservationists. People working with tools carve progress out of the resources that the land provides. It is this special partnership and interaction with various environments that Kaufmann wants to celebrate.

With Kaufmann tools, we want to inspire people to work towards improving their environments, whether that is in the city or on a farm, with confidence.  

The Kaufmann icon itself is a big “K”, inspired by the unique bird’s eye view perspective of striations, we see zig-zagging across our land where people have been interacting with their environments. Human beings leave their mark on the world in cities and the countryside.

International range benchmarking – The entire range of Kaufmann tools was reviewed and benchmarked against best-in-class product examples internationally.

Packaging improvements – Packaging on all SKU’s were scrutinised and updated where applicable. The team established a centralised packaging supply chain to ensure economies of scale and better colour consistency.

Previous Kaufmann look & feel:

New Look & feel: