WRANGLER® WORKWEAR
Wrangling a New Angle: Timeless Branding
BOLTGROUP's graphic design experts developed typography and a logo mark that would complement the iconic Wrangler logo for the Wrangler Workwear line.What We Did
Brand Strategy
Brand Architecture
Brand Naming Strategy
Visual Identity System
Brand Design Strategy
Brand Color Palette
Retail Packaging Design
Visual Retail Merchandising
Creative Art Direction
Visual Brand Guidelines
Brand Communications Strategy
Brand Stewardship
Brand Coaching + Training
Brand Production
Fabrication Coordination + Fulfillment
Challenge
VF Imagewear came to BOLTGROUP wanting to extend their Wrangler brand into a new line of innovative and functional work clothes. New fabrication technology and features would allow the wearer to move more freely and comfortably. Our job was to marry that innovative edge to a 100-year-old brand. Truthfully and believably.
Solution
Our graphic design experts went to work developing typography and a mark that would complement the iconic Wrangler logo. Yet the new sub-brand mark also had to stand on its own and stand out among leaders in workwear apparel. Wrangler Workwear was shaping up.
Using the technology and innovation as our drivers, we developed not only a new mark, but labels, trim, and packaging design that would explain the functionality of the product. We art directed lifestyle photography to give target consumers the assurance that the product would do the job.
Results
- In 2019, VF spun off the jeans business into an independent company, Kontoor Brands, the parent company of Wrangler
- In 2021, Kontoor Brands announced that it is ramping up its expansion efforts in the workwear category
Timeless branding combined with contemporary graphics and feature-based icon design worked hard to help create a professional look that will stand the test of time.