Australian uniform brand Totally Workwear has re-launched its brand mission to focus on trade, safety and uniforms.
The relaunch includes a new black, white and red logo as well as a new tagline: ‘Love Your Work’.
The workwear brand is the latest to shift its brand strategy, following the repositioning of King Gee to target the next generation of tradesman.
“Our refreshed branding represents an absolute commitment to authenticity and expertise, underpinned by a culture of humility and integrity,” head of Totally Workwear Troy Yewdall said. “It’s about a consumer experience that really connects with workers, in their communities and in very real way.
“Ultimately, we exist for the workers, we like a laugh, and we love our work – this brand is the embodiment of that.”
Totally Workwear offers uniform options across trade, healthcare, hospitality and corporate. As well as an online store, the brand operates 90 stores across Australia, and offers B2B uniform solutions.
Marketing manager Ray Chand said the brand refresh includes marketing content that is all about authenticity.
“Delivery of our brand truth looks like consumer connections that ensure our audience knows that we know them,” Chand said. “We have the workwear they need, from the brands they want, and our locally owned and operated stores will ensure they get the expert service they’re after.”