KANSAS IS CUT FROM A DIFFERENT CLOTH – JUST LIKE THE CRAFTSMEN, WHO WEAR IT

Kunde

Kansas

Bureau

Fireball

Creative Director

Anthony Aconis

Designer

Simon Larsen

Designer

Nicolas Fuhr

Account Manager

Nana Hugo

Director

Liselotte Lund Rasmussen

Designer

Jens Honnens Bloomstine

Copywriter

Sille Børgesen

Data & Insights Consultant

Marie Marcher

Photographer

David Trood

Photographer

Henrik Adamsen

Graphic Finalizer

Annette Busch

BACKGROUND
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.

BRIEF
Create a visual identity that appeals to the
younger craftsman without compromising
Kansas’ position as the original Danish workwear.

SOLUTION
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.

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