We normally don’t consider 21st century catalogs, but I couldn’t resist this Sears tools specialty catalog.
16 years after the demise of the “Big Book” Sears was still pumping out specialized publications like this, and doing an awesome job.
The layouts and photography here could set any handyman’s heart racing. Right from the cover that declares in large, confident, block type “TOOLS” , this is tool porn, fueled by a combination of superb studio photography and (it has to be) a helluva Photoshop job. The 1468-piece Ultimate Mechanic’s Tool Collection Would have been shot in separate groupings, and then composited seamlessly with Photoshop, and the result is incredible. Click on the picture to zoom in.
Even the layout of the smaller tool collections with their swirls of drive sockets and wrenches must have required days of careful positioning and precise layout in the studio. Clearly, in 2009 Sears still had the chops to create inspiring layouts with products as prosaic as pliers.
And just imagine the mechanic who was so motivated to shell out nearly $9000 for almost 1500 tools! Shame Sears had to sell the Craftsman brand to Black and Decker last year.