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 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.

Result

Timeless branding combined with contemporary graphics and feature-based iconography worked hard to help create a professional look that will stand the test of time.