WORK > RETAIL

Totally Workwear Australia

The Challenge

Develop a brand refresh for Australia’s largest network of workwear specialists, offering trade, safety, and uniform solutions, with 90 stores nationwide.

Our Approach

In partnership with Growth Activists and Totally Workwear Australia, benchmarking, research, persona profiling and stakeholder engagement were undertaken which formed the foundation for the brand refresh.

Extensive customer journey mapping enabled the new store design to flow seamlessly by addressing customer pain points along the journey. This largely drove the zoning and merchandising strategy for the in store experience. We undertook a complete fixture design and prototyping, developed guidelines and created schematic plans for stores nationally. The kit of parts considered elements that could work as a ‘partial’ refurbishment alongside some existing elements in order to allow a maximised ROI for franchisees.

Rolling out a brand refresh is a major undertaking, and required a phased approach. Starting with a facade refresh, we rolled out the new branding across the network, adapting the signage and new brand elements to varying sites from industrial, big box, heritage and different format sites. The internal updates are being introduced gradually, and we’re excited to see the fresh new look across the country.