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DESIGN BOOTCAMP PROCESS SPRING/2014 S AM WU JUNIOR GRAPH IC DESIG N C OM M UNI CATION ART OTIS COLL EG E
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The Perfect Image WEEK 2
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Mark WEEK 3
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Specs Poster WEEK 4
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Group Research WEEK 5
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Research & Language WEEK 6
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Language Video WEEK 7
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Language Video WEEK 8
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Final Specs Poster WEEK 9
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Rebrand & Expand WEEK 10
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Rebrand & Relaunch WEEK 11
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Rebrand: Nail Boxes WEEK 12
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Rebrand: Nail Boxes WEEK 13
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Rebrand: Counter Display WEEK 14 Rebrand: Counter Display
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Words (Formal qualities)
THE PERF ECT IMAGE - Steel
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- Shiny - Longer than my thumb - Pointy - Cylinderical - Rounded - Smooth - Industrial - Strength - Strong - Hard
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- Manufactured
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- to connect
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- F irm - Noisy - Not breakable by hand - Harmful - Standable
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- to build
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- Rollable
- Engineering
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- Foundation
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Sketches
THE PERF ECT IMAGE
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Final Image
THE PERF ECT IMAGE
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Sketches
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Sketches
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Modular System
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Modular System
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Final Modular System
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Final Modular System
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S PECS
SPEC POSTER typeface
Pantone Black C
Pantone 423 C
CMYK: C=0 M=0 Y=0 K=100
CMYK: C=23 M=2 Y=0 K=77
RGB: R=0 G=0 B=0
RGB: R=69 G=85 B=96
Font: Futura
Font: Akizdenz Grotesk
Font: Futura
Font: Akizdenz Grotesk
typeface
Grid
typeface
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Poster
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SPEC POSTER typeface
Pantone Black C
Pantone 423 C
CMYK: C=0 M=0 Y=0 K=100
CMYK: C=23 M=2 Y=0 K=77
RGB: R=0 G=0 B=0
RGB: R=69 G=85 B=96
Font: Futura
Font: Akizdenz Grotesk
Font: Futura
Font: Akizdenz Grotesk
typeface
Grid
typeface
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GROUP RESEARCH COMME RCIA L PRINTED A D S: Fa t h e r ’s D ay M e g g a H a m m e r
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What’s been done
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BOS CH POWER TO O L TV C O MME R C IAL
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DE WALT POWER TO O L C O MMERC IAL
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JE NS E N-K ING - B YR D CO. NAIL CATAL O G
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AKDE NI Z N AIL WIR E C O.
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AKDE NI Z N AIL WIR E C O.
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RES EARCH & LANGUAG E NAME S F OR BR AN D
Q U AL IT IE S
AU D IE N C E
RHINO
Strong
Profesional engineers
Clinch
Never rust-adaptable to
Craftsman
SilverHead
weather
Carpenters
Helix
Solid
Home constructioners
Keros
Hard to bend
Home repairers
Hector
Secure
Construction workers
Reino
Hard to bend
Males- above 25 age
Nyso
Hold better
All race
LETO
Fierce
SYRINX
Vigor Difficult to pull out
W H E R E T O U SE
Perfection
Furniture manufacturer
Tough
Indoor & Outdoor
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Durable Firm Hardy Durable Stalwar t Resistant Unbreakable Potent stiff
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Rigid
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S LOGANS 1. TOUGH & NEVER RUST/ STRONG & NEVER RUST 2. HOLD EVEN BETTER 3. 100% TOUGH 4. BORN TO HOLD 5. BORN STRONG 6. ULTIMATE TOUGH 7. ULTIMATE SECURE
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8. A DIFFERENT KIND OF NAIL 9. ENJOY THE WORK -
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10. THE DREAM IS ON YOUR HAND 11. BUILD BIG
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15. NUMBER ONE TOUGH
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17 TOUGH LIKE NOTHING ELSE
19. LET’S BEGIN
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13. SUPER TOUGH
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12. HIT. JOIN. BUILD
14. STAY TOUGH
16 SMALL NAIL BIG DREAM
18 HIT IT WITH PASSION
20. GET READY TO POUND 21 JUST ONE HIT 22. A BETTER NAIL FOR YOU 23. BUILD SOMETHING AMAZING
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25. NEVER BREAK NEVER RUST 26. THE STRONGEST 27. BUILDING DREAMS 28. Absolute Strong 29. We Make Stronger Nail 30. Super Holdable
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24. THE BEST NAIL YOU CAN GET
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RES EARCH & LANGUAG E
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Typographic Tests
Pantone 432 CMYK: 23-2-0-77
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RGB: 69-85-96
CMYK: 52-35-31-1 RGB: 132-147-158
CMYK: 26-16-15-0
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RGB: 188-197-204
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RES EARCH & LANGUAG E
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Typographic Tests
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Font: Nexa Bold, Goham TTF Size: 124 pt. 22 pt
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LETO ULTIMATE TOUGH
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Font: Nexa Bold, Goham TTF Size: 124 pt. 34 pt
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LETO
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THE DREAM IS ON YOUR HAND
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Font: Nexa Bold, Bethold Akzidenz Grotesk Size: 124 pt. 19 pt
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LETO SMALL NAIL BIG DREAM
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Font: Nexa Bold, Bethold Akzidenz Grotesk Size: 124 pt. 24 pt
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LETO
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GET READY TO POUND
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Font: Nexa Bold, Bethold Akzidenz Grotesk Size: 124 pt. 26 pt
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Final Logo
LA NGUAGE
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Draft
LA NGUAGE VIDEO
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Final
LA NGUAGE VIDEO
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Poster
FI NA L SP ECS
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Wiki Entry
RE-BRAND & EXPAND LETO Nail Company LETO is an American manufacturer and expor ter of nail. LETO’s wire nail is known as the world strongest nail in the nail industr y. LETO mainly produces wire nails, but later produces screws, coil nailers, and screw nailers Histor y The company was originally star ted in Boston in 1940, founded by Lewis D. Tomson. “LETO” was named from the first two letters of first name and last name of the founder (Lewis D. Tomson). 1940- 1945: During World War II, LETO was mainly producing wire nails and screws for war effor t, and home construction. LETO received an Award for excellence in war production. 1946: After WWII, LETO mainly produces nails for home construction until today. 1964: LETO introduced its first Coil Nailer. 1965: LETO introduced its first Screw Nailer. 1970: LETO entered Europe and Asia market. LETO’s wire nail became the international well-known item 2000: LETO continued its innovation of nails and screws. LETO advanced its technology, and improved nails and screws performance with much stronger and durable metal. 2005: LETO star ted hiring exper ts in the field of construction to help average customers who casually engages in home improvement activities, and need professional assistance. 39
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Target Audience Profession: Marketing effor ts will be directed towards professional engineers, home repairer, skilled craftsmen, and workers in construction and construction related jobs. Age: Marketing effor ts will be directed toward engineers, people who own a workshop, or people own their own houses or apar tments or in a family. Therefore the age will range from around 30 to the point where people are less likely to engage in their own home improvement activities which is around 65. Gender It is mostly for men, however women who are in the fields of construction and home improvement will also be included. Ethic Group Marketing effor ts will not be based on ethnic groups. We hope to provide our products with the highest quality to all the professionals out there. Ser vice Though LETO is a store that is fine for construction professionals, it also offers friendly ser vice to help out customers who require professional assistance which star ted in 2005.
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2006: LETO star ted demo stations in the store with an exper t introducing how the nail is made, and how it functions, so the new customers understand its advantages are wor th the price.
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Slogan “Ultimate Tough� This slogan has been used since 2004. It describes LETO company produces the strongest, and the most durable products for constructions.
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Color The color that LETO uses is grey with san-serif type that describes the name of company.
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Price LETO wire nail is probably the most expensive wire nail among the nail manufacturers because the nail is made from ver y advanced material and technology. Ever y product of LETO is made in USA only.
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RE-BRAND & EXPAND
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Mood Board: Audience
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Mood Board: Brand
RE-BRAND & EXPAND
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2L
2L
1L
2L
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REBRAND & RELAUNC H
Wire Nails
Gift Box 6 x 5 x 4 cm
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Created with http://www.templatemaker.nl
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Proposal for Product & Distribution
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Front
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Side
DE SI GN B OOTC AMP PROC ES S
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For use on exterior applications and with all treated lumber Should not be used where surface rust is unacceptable LETO stainless steel fasteners can be used in all types of lumber are guaranteed not to rust or corrode for the lifetime of your project
Made in USA
(1 Lb. 453g)
Quantity: 75
10d 3” 7.62cm
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LETO is an American manufacturer and exporter of nail. LETO’s wire nail is known as the world strongest nail in the nail industry. Today, LETO mainly produces wire nails, screws, coil nailer, and screwdriver.
WEAR SAFETY GLASSES
The company was originally started in Boston in 1940, founded by Lewis D. Tomson. “LETO” was named from the first two letters of first name and last name of the founder (Lewis D. Tomson).
WARNINGS: Always wear safety goggles during when driving or extracting all fastener. This product contains chemicals known to the State of California to cause cancer, birth defects or other repuductive harm. See www.leto.com/info for proper use, limitations, warnings and warranties. Do not put nails or screws in month.
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Common Nail For use on exterior applications and with all treated lumber Should not be used where surface rust is unacceptable LETO stainless steel fasteners can be used in all types of lumber are guaranteed not to rust or corrode for the lifetime of your project
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Common Nail Since 19 4 0
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WARNINGS: Always wear eye protection during installation. This product contains chemicals known to the State of California to cause cancer, birth defects or other repuductive harm. See www.leto.com/info for proper use, limitations, warnings and warranties. Do not put nails or screws in month.
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Made in USA. LETO Nail, Inc. Boston, Massachusetts, USA www.leto.com
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(1 Lb. 453g)
Quantity: 75 3” .148”
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10d 3” 7.62cm
Common Nail
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LETO Common Nail Box W 4.5 X H 2.5 X L 3.5
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REBRAND: NAIL BOXE S Draft product
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Made in USA
(1 Lb. 453g)
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WEAR SAFETY GLASSES
LETO is an American manufacturer and exporter of nail. LETO’s wire nail is known as the world strongest nail in the nail industry. Today, LETO mainly produces wire nails, screws, coil nailer, and screwdriver.
WARNINGS: Always wear safety goggles during when driving or extracting all fastener. This product contains chemicals known to the State of California to cause cancer, birth defects or other repuductive harm. See www.leto.com/info for proper use, limitations, warnings and warranties. Do not put nails or screws in mouth.
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Box Nail Flat head, thin shank reduces wood splitting Ideal for boxes, crates and light duty construction Should not be used where surface rust is unacceptable LETO stainless steel fasteners can be used in all types of lumber are guaranteed not to rust or corrode for the lifetime of your project
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Flat head, thin shank reduces wood splitting Ideal for boxes, crates and light duty construction Should not be used where surface rust is unacceptable LETO stainless steel fasteners can be used in all types of lumber are guaranteed not to rust or corrode for the lifetime of your project
Quantity: 74
10d 3” 7.62cm
Box Nail Since 19 4 0 The company was originally started in Boston in 1940, founded by Lewis D. Tomson. “LETO” was named from the first two letters of first name and last name of the founder (Lewis D. Tomson).
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WARNINGS: Always wear eye protection during installation. This product contains chemicals known to the State of California to cause cancer, birth defects or other repuductive harm. See www.leto.com/info for proper use, limitations, warnings and warranties. Do not put nails or screws in month.
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Made in USA. LETO Nail, Inc. Boston, Massachusetts, USA www.leto.com
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(1 Lb. 453g)
Quantity: 74 3”
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.148”
10d 3” 7.62cm
Box Nail
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LETO Common Nail Box W 4.5 X H 2.5 X L 3.5
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Made in USA
(1 Lb. 453g)
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WEAR SAFETY GLASSES
LETO is an American manufacturer and exporter of nail. LETO’s wire nail is known as the world strongest nail in the nail industry. Today, LETO mainly produces wire nails, screws, coil nailer, and screwdriver.
WARNINGS: Always wear safety goggles during when driving or extracting all fastener. This product contains chemicals known to the State of California to cause cancer, birth defects or other repuductive harm. See www.leto.com/info for proper use, limitations, warnings and warranties. Do not put nails or screws in mouth.
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Finish Nail Smooth shank, brad head for countersinking Ideal for finished woodwork such as molding and cabinets Should not be used where surface rust is unacceptable LETO stainless steel fasteners can be used in all types of lumber are guaranteed not to rust or corrode for the lifetime of your project
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Smooth shank, brad head for countersinking Ideal for finished woodwork such as molding and cabinets Should not be used where surface rust is unacceptable LETO stainless steel fasteners can be used in all types of lumber are guaranteed not to rust or corrode for the lifetime of your project
Quantity: 75
10d 3” 7.62cm
Finish Nail Since 19 4 0 The company was originally started in Boston in 1940, founded by Lewis D. Tomson. “LETO” was named from the first two letters of first name and last name of the founder (Lewis D. Tomson).
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WARNINGS: Always wear eye protection during installation. This product contains chemicals known to the State of California to cause cancer, birth defects or other repuductive harm. See www.leto.com/info for proper use, limitations, warnings and warranties. Do not put nails or screws in month.
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Made in USA. LETO Nail, Inc. Boston, Massachusetts, USA www.leto.com
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(1 Lb. 453g)
Quantity: 75 3”
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.148”
10d 3” 7.62cm
Finish Nail
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LETO Common Nail Box W 4.5 X H 2.5 X L 3.5
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For use on exterior applications and framing Should not be used where surface rust is unacceptable LETO stainless steel fasteners are guaranteed not to rust or corrode for the lifetime of your project
Made in USA
(1 Lb. 453g)
Quantity: 75
10d 3” 7.62cm
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WEAR SAFETY GLASSES
LETO is an American manufacturer and exporter of nail. LETO’s wire nail is known as the world strongest nail in the nail industry. Today, LETO mainly produces wire nails, screws, coil nailer, and screwdriver.
WARNINGS: Always wear safety goggles when driving or extracting all fasteners. This product contains chemicals known to the State of California to cause cancer, birth defects or other repuductive harm. See www.leto.com/info for proper use, limitations, warnings and warranties. Do not put nails or screws in mouth.
The company was originally started in Boston in 1940, founded by Lewis D. Tomson. “LETO” was named from the first two letters of first name and last name of the founder (Lewis D. Tomson).
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Common Nail For use on exterior applications and framing Should not be used where surface rust is unacceptable LETO stainless steel fasteners are guaranteed not to rust or corrode for the lifetime of your project
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Common Nail Since 19 4 0
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Made in USA. LETO Nail, Inc. Boston, Massachusetts, USA www.leto.com
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WARNINGS: Always wear eye protection when driving all fasteners. This product contains chemicals known to the State of California to cause cancer, birth defects or other repuductive harm. See www.leto.com/info for proper use, limitations, warnings and warranties. Do not put nails or screws in mouth.
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(1 Lb. 453g)
Quantity: 75 3” .148”
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10d 3” 7.62cm
Common Nail
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LETO Common Nail Box W 4.5 X H 2.5 X L 3.5
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REBRAND: NAIL BOXE S Final product
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For use on exterior applications and framing Should not be used where surface rust is unacceptable LETO stainless steel fasteners are guaranteed not to rust or corrode for the lifetime of your project
Made in USA
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(1 Lb. 453g)
Quantity: 75
10d 3” 7.62cm
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Common Nail
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Since 19 4 0
WEAR SAFETY GLASSES
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Common Nail For use on exterior applications and framing Should not be used where surface rust is unacceptable LETO stainless steel fasteners are guaranteed not to rust or corrode for the lifetime of your project
LETO is an American manufacturer and exporter of nail. LETO’s wire nail is known as the world strongest nail in the nail industry. Today, LETO mainly produces wire nails, screws, coil nailer, and screwdriver.
WARNINGS: Always wear safety goggles when driving or extracting all fasteners. This product contains chemicals known to the State of California to cause cancer, birth defects or other repuductive harm. See www.leto.com/info for proper use, limitations, warnings and warranties. Do not put nails or screws in mouth.
The company was originally started in Boston in 1940, founded by Lewis D. Tomson. “LETO” was named from the first two letters of first name and last name of the founder (Lewis D. Tomson).
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Made in USA. LETO Nail, Inc. Boston, Massachusetts, USA www.leto.com
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WARNINGS: Always wear eye protection when driving all fasteners. This product contains chemicals known to the State of California to cause cancer, birth defects or other repuductive harm. See www.leto.com/info for proper use, limitations, warnings and warranties. Do not put nails or screws in mouth.
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(1 Lb. 453g)
Quantity: 75
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3” .148”
10d 3” 7.62cm
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Common Nail
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LETO Common Nail Box W 4.5 X H 2.5 X L 3.5
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Common Nail 10d 3” 7.62cm Quantity: 75 (1 Lb. 453g)
For use on exterior applications and framing Should not be used where surface rust is unacceptable LETO stainless steel fasteners are guaranteed not to rust or corrode for the lifetime of your project
Made in USA
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Since 1940
Top / Front
Common Nail 10d 3” 7.62cm .148” 3”
Quantity: 75
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(1 Lb. 453g)
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Flat head, thin shank reduces wood splitting Ideal for clapboard siding, and light duty construction Should not be used where surface rust is unacceptable LETO stainless steel fasteners are guaranteed not to rust or corrode for the lifetime of your project
Made in USA
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(1 Lb. 453g)
Quantity: 74
10d 3” 7.62cm
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Box Nail
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Since 19 4 0
WEAR SAFETY GLASSES
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Box Nail Flat head, thin shank reduces wood splitting Ideal for clapboard siding, and light duty construction Should not be used where surface rust is unacceptable LETO stainless steel fasteners are guaranteed not to rust or corrode for the lifetime of your project
LETO is an American manufacturer and exporter of nail. LETO’s wire nail is known as the world strongest nail in the nail industry. Today, LETO mainly produces wire nails, screws, coil nailer, and screwdriver.
WARNINGS: Always wear safety goggles when driving or extracting all fasteners. This product contains chemicals known to the State of California to cause cancer, birth defects or other repuductive harm. See www.leto.com/info for proper use, limitations, warnings and warranties. Do not put nails or screws in mouth.
The company was originally started in Boston in 1940, founded by Lewis D. Tomson. “LETO” was named from the first two letters of first name and last name of the founder (Lewis D. Tomson).
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Made in USA. LETO Nail, Inc. Boston, Massachusetts, USA www.leto.com
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WARNINGS: Always wear eye protection when driving or extracting all fasteners. This product contains chemicals known to the State of California to cause cancer, birth defects or other repuductive harm. See www.leto.com/info for proper use, limitations, warnings and warranties. Do not put nails or screws in mouth.
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(1 Lb. 453g)
Quantity: 74
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3” .148”
10d 3” 7.62cm
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Box Nail
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LETO Common Nail Box W 4.5 X H 2.5 X L 3.5
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Box Nail 10d 3” 7.62cm Quantity: 74 (1 Lb. 453g)
Flat head, thin shank reduces wood splitting Ideal for clapboard siding, and light duty construction Should not be used where surface rust is unacceptable LETO stainless steel fasteners are guaranteed not to rust or corrode for the lifetime of your project
Made in USA
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Since 1940
Top / Front
Box Nail 10d 3” 7.62cm 3”
Quantity: 74 (1 Lb. 453g)
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.148”
63
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DE SI GN B OOTC AMP PROC ES S
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65
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66
DE SI GN B OOTC AMP PROC ES S
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Smooth shank, brad head for countersinking Ideal for finished woodwork: molding and cabinets Should not be used where surface rust is unacceptable LETO stainless steel fasteners are guaranteed not to rust or corrode for the lifetime of your project
Made in USA
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(1 Lb. 453g)
Quantity: 75
10d 3” 7.62cm
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Finish Nail
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Since 19 4 0
WEAR SAFETY GLASSES
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Finish Nail Smooth shank, brad head for countersinking Ideal for finished woodwork: molding and cabinets Should not be used where surface rust is unacceptable LETO stainless steel fasteners are guaranteed not to rust or corrode for the lifetime of your project
LETO is an American manufacturer and exporter of nail. LETO’s wire nail is known as the world strongest nail in the nail industry. Today, LETO mainly produces wire nails, screws, coil nailer, and screwdriver.
WARNINGS: Always wear safety goggles when driving or extracting all fasteners. This product contains chemicals known to the State of California to cause cancer, birth defects or other repuductive harm. See www.leto.com/info for proper use, limitations, warnings and warranties. Do not put nails or screws in mouth.
The company was originally started in Boston in 1940, founded by Lewis D. Tomson. “LETO” was named from the first two letters of first name and last name of the founder (Lewis D. Tomson).
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Made in USA. LETO Nail, Inc. Boston, Massachusetts, USA www.leto.com
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WARNINGS: Always wear eye protection when driving or extrating all fasteners. This product contains chemicals known to the State of California to cause cancer, birth defects or other repuductive harm. See www.leto.com/info for proper use, limitations, warnings and warranties. Do not put nails or screws in mouth.
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(1 Lb. 453g)
Quantity: 75
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3” .148”
10d 3” 7.62cm
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Finish Nail
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LETO Common Nail Box W 4.5 X H 2.5 X L 3.5
WK 14 WK 13 WK 12 WK 11
10d 3” 7.62cm Quantity: 75 (1 Lb. 453g)
Smooth shank, brad head for countersinking Ideal for finished woodwork: molding and cabinets Should not be used where surface rust is unacceptable LETO stainless steel fasteners are guaranteed not to rust or corrode for the lifetime of your project
Made in USA
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Finish Nail
Top / Front
Finish Nail 10d 3” 7.62cm 3”
Quantity: 75 (1 Lb. 453g)
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.148”
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DE SI GN B OOTC AMP PROC ES S
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69
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WEAR SAFETY GLASSES
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WARNINGS: Always wear safety goggles when driving or extracting all fasteners. This product contains chemicals known to the State of California to cause cancer, birth defects or other repuductive harm. See www.leto.com/info for proper use, limitations, warnings and warranties. Do not put nails or screws in mouth.
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Back / Bottom
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WARNINGS: Always wear eye protection when driving or extrating all fasteners. This product contains chemicals known to the State of California to cause cancer, birth defects or other repuductive harm. See www.leto.com/info for proper use, limitations, warnings and warranties. Do not put nails or screws in mouth.
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Made in USA. LETO Nail, Inc. Boston, Massachusetts, USA www.leto.com
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REBRAND: COUNTER D ISPL AY
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Draft distribution
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Exterior / Interior (Front)
73
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Header
74
DE SI GN B OOTC AMP PROC ES S
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75
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REBRAND: COUNTER D ISPL AY
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Final distribution & product
Common Nail
Box Nail
Finish Nail
For use on exterior applications and framing
Ideal for clapboard siding, and light duty construction
Ideal for finished woodwork such as molding and cabinets
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Exterior / Interior (Front)
77
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WEAR SAFETY GLASSES
WEAR SAFETY GLASSES
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Header
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DE SI GN B OOTC AMP PROC ES S
WEAR SAFETY GLASSES
79
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80
DE SI GN B OOTC AMP PROC ES S
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81
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82
DE SI GN B OOTC AMP PROC ES S
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83
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