BRIEF
Alexandra wanted to challenge major workwear brands like Helly Hanson and Snickers with a new range of workwear.

RESULT
It was decided early on that this new range had to stand on its own if we wanted to challenge the market. The look and feel needed to be different to the 'classic' Alexandra brand. It needed to be bolder and braver. Imagery focused on either 'posed' high contrast shots or close in product detail. The look and feel can be described as 'construction texture meets fashion'. We also created a stand alone website to create added content to re-enforce the brand message.