Iconic Australian workwear brands, Hard Yakka and KingGee of Workwear Group, found themselves struggling for cut-through in an increasingly competitive marketplace. Discovering that they were no longer brands of choice with their target markets they decided it was high time to regain market relevance and share and become top of mind again.
Making the tough call
Workwear Group’s CEO was faced with some tough decisions. Iconic brands don’t live forever without rejuvenation. They needed expert help to reposition and reinvent two of Australia’s key brands. We were engaged to undertake a review of the portfolio and to develop new brand architecture and a strategy for growth. The time for relevance had arrived.
Creating a history of hard
The brand renewal process began with a re-evaluation of the market and consumer, and a review of the individual brands within the Group. This involved in-depth consultation and engagement with key stakeholders (staff, customers, and consumers).
This approach expedited the regeneration of the brand architecture, strategy, and purpose which gave each brand a clear role, which led to the updating of brand positioning, and a new brand idea, followed by a re-launch campaign.
Accelerating sturdy growth
Greater clarity around the Hard Yakka and KingGee brands allowed us to reinforce their unique roles within the Workwear Group’s portfolio.
Hard Yakka and King Gee now have very clear roles and positioning, distributors are more supportive, and clients have never been happier. This has resulted in increased product and service innovation, expanded distribution, and significant sales and profit growth.
Three years on and sales are up 55%. Bunnings have tripled sales, and TWW have grown 80%.
