Launched in 1999, Kukri has grown rapidly with eight offices around the world and its global headquarters based in Preston, UK. Kukri partner with some of the world’s leading teams, schools and universities, including Ulster Rugby, Millfield School and Loughborough University.
After 16 years of success and having played a key role in the bespoke sportswear industry, Kukri have decided to change the brand and push forward with a new fresh identity. With an ever increasing customer base, as well as the challenges of operating in a wider and more sophisticated marketplace, Kukri decided to build from a position of strength and create a brand and business fit for another 16 years of success.
The major changes include the use of a new corporate colour, charcoal grey, throughout all Kukri platforms, four new company values; quality, passionate, professional and diverse, a simple vision; To provide the best bespoke sportswear to athletes and teams, and a new strapline; Together Stronger. One of the most significant brand changes can be seen in the new imagery, which is focused around the passion and emotion associated with sport. Visit www.kukrisports.com to view the new website.
Commenting on the brand refresh, Dan Warburton, Marketing Manager, said: “We have worked hard to ensure that our new branding is well connected with our customers, our staff and our heritage. This is summarised perfectly in our new company slogan – Together Stronger. We are passionate about sport and needed to reflect this in our imagery and tone of voice so that every person associated with a team or athlete can relate to us. Adopting charcoal grey throughout gives us a premium and professional feel, which mirrors the quality of the product we provide. We believe that this brand refresh will evolve our brand and drive the company forward.”
Danielle Jordan-Taft, Kukri GB Sales Director, added: “As a business we are committed to building on our achievements of the last 16 years whilst looking towards the future. By re-energising the brand, we can remain market leaders in bespoke sportswear and evolve in line with customer expectations.”
The brand refresh has been unveiled in the UK first and will be rolled out across the wider business in Europe, the Americas, Asia and Australasia later on this year.