New identity created for Alexandra by Duttons
A new identity for workwear company Alexandra plc has been designed by Duttons as the business looks to take a ‘fresh approach’.
The new brand follows a major restructure at the company and is part of a new strategy which aims to take the 156 year-old company to the forefront of the workwear and corporate clothing industry.
The new logo, brand values and look, were developed by Duttons following customer and staff research, which showed that Alexandra had a strong name and a reputation for quality but needed a more up to date look and feel.
The brand represents an evolution of the company, and the new tagline ‘Working Smarter’ highlights the company’s move towards becoming a more contemporary and creative business while retaining its heritage and professionalism.