The UK-based provider of cut resistant work gloves caters to global markets including Europe and North America, but needed a new identity to meet the changing needs of its customers. Traffi sought the help of brand strategy and design agency SUN to reposition itself as the leader in safety glove technology, which it achieved by focusing on the brand’s high quality products, customer service and value adds. The redesign involved the simplification of its colour-coding system, the signalling of its green commitments through the use of icons and a new tone of voice that puts the customer at the heart of the brand.
