At Treadwell the aesthetic design of a product is not a beauty contest; it is an opportunity to communicate with the end user visually. Reinforce attributes such as reliability, value and position the product among the matrix of competitors in relationship to price, quality and features. Treadwell developed the brand language and redesigned the entire line of Coleman Power Tools. Coleman has always been about reliable, dependable quality, a good value product, attributes communicated through the aesthetic design of the products.