Kansas workwear was challenged by cheap
copycats as well as younger competitors with
modern, performance oriented products.
Moreover, the Kansas identity had diluted over
time, and only the logo ensured recognition of
the brand. Although the brand was liked, it was
more connected to old working-class culture
than modern craftsmanship.
Create a visual identity that appeals to the
younger craftsman without compromising
Kansas’ position as the original Danish workwear.
We carefully modernized the logo without loosing
recognition within the target group, and placed
it in the center of an identity, that portrays not
only Kansas but also the modern craftsman in
a way that is equally authentic and attractive.