E. Edwards Workwear
Rebranding | Campaign
E. Edwards Workwear is an established workwear retailer in the Kansas City Metro area. They have a relatively conservative business model, relying mostly on their strong working relationships with local factories and crews for business. By updating their branding and focusing on broader campaigns, we were able to substantially increase their brand awareness outside of those working relationships while also maintaining their tough, workaday identity for their existing customers.
Wanting to maintain their brand identity as much as possible for the benefit of their existing customers, the E. Edwards crew didn't want to change their logo too much, but still wanted a fresh take on it. By allowing more space for the "bolts" inside the E, choosing a different slab serif that wasn't as heavy and by changing the orange ever so slightly, we showed that small changes can make a big difference.