Challenge
Workwear is a category full of products and short on brands. Dirtylife needed an identity with the same grit, weight and attitude as the people who wear it.
The challenge was to build a system that balances function and brutality, with saturated, contrasting colors and heavy type. It also had to stay recognizable on everything from a helmet or a tape measure to a shipping container, a trade-show stand or a social feed.
Final thoughts
Dirtylife now looks the way its customers work: hands dirty, head high. It's a brand that stands for more than workwear.
A bold symbol, a red-and-black palette and an outspoken voice come together in one system that works the same across product, packaging, merchandise, events and digital.
Next projects.
(2016-25©)
