Tool guys can be surprisingly snobby when it comes to what makes it into their tool chest. We knew that if we wanted Lowe’s store brand of tools to be taken seriously, we needed to make them drool.

On KobaltTools.com, users can browse an entire line of tools shot with the sex appeal of a sports car, and fly around each tool in a way that shows it’s superior design. It’s a straightforward and honest site that’s designed to show these tools are so good, they’ll be tough to put down.