Making an old workwear brand work harder
The challenge
The Kansas workwear brand was worn out. A new generation of craftsmen sought not only protection but also performance and style, and it was difficult for them to see what made Kansas relevant. The solution was a complete repositioning. And not just on the surface.
The solution
We created the Kansas brand platform ‘Made of a Different Fabric’ based on the fact that Kansas develops its own textiles; Kansas Fabrics®, which we have now named, conceptualized, and redesigned.
The repositioning is supported by a total visual makeover, with an updated logo, color palette, image style, font, and icons, which together elevate Kansas’ core values; durability, functional design, and craftsmanship, into the modern workwear world.
“Fireball afdækkede en meget potent indsigt om Kansas-brandet og produktet og foldede dette ud i både en stærk brandfortælling og en transformationsskabende visuel identitet. Samarbejdet med Fireball skabte værdi ud over det forventede og var en nøglekom- ponent i vores senere vellykkede salg af Kansas-virksomheden.”
Anders Davidsson, CEO, Fristads Kansas AB 2014-2021