B2B + B2C

All Work →

Rebrand and packaging design to drive customer loyalty, drive sales and increase margins

Rokwear wanted branding and packaging that attracted new customers and communicated the Rokwear story. So Valiant set to work to reposition their product range as the "go to" workwear brand.


The Rokwear brand was fast building a reputation for exceptional quality and durability within the competitive workwear sector with their customers. However the existing identity just didn’t communicate the product’s brand values to prospective buyers.

Valiant was appointed by The SMI Group, who own the Rokwear brand, to create a new brand style for Rokwear which could be applied across all workwear products, packaging and marketing materials.


To truly get under the skin of the Rokwear brand and their values we held an immersive workshop with their team. This enabled us to really understand what they believe differentiates them from their competitors, what’s important to them, what values they hold dear and how they want their customers and prospects to perceive them.

Armed with insight we were able to run some competitor analysis before rewriting the brand values and story. Only then could the visual development begin.

We designed and presented four different branding and packaging routes for discussion. There was an immediate favourite and we had one of those brilliant moments where the SMI team emitted an audible “wow”. We love that.

We then developed brand guidelines before applying the new style to everything from clothing labels, safety boots, packaging and energy drinks!


The new brand style is currently being rolled out across all garments and footwear within the Rokwear range. We presented the new brand direction to all employees at their annual company meeting and it was met with excitement. The influence on sales will be measured as the transition to the new branding style is fully implemented.