The Kansas workwear brand was worn out. A new generation of craftsmen was seeking performance, not just protection, and they were getting inspired by products in the sport- and outdoor category. It became increasingly hard to spot what made Kansas special.
The solution was a complete repositioning. And not just on the image level. The Kansas brand platform ‘Cut from a different cloth’ is rooted in the fact that Kansas develops its own high-performance fabrics; Kansas Fabrics® which we now have named, conceptualized and redesigned. So, they stand out making Kansas products work harder on the shelf and continuously contribute to building a differentiating and long lasting position.
The repositioning is supported by a 360° makeover of the visual identity. A new logo, colour palette, image style, typeface and icons which in unity lift Kansas core values; durability, functional design and craftsmanship, into the world of the modern work wear.