We’ve worked with Kukri for some time now, as they’ve been supporters of Independent School Sport magazine since issue one, supplying, amongst other things, excellent insights into the world of sports kit provision to independent schools. So when Kukri approached us to attend the launch of their brand refresh this July at Old Trafford Cricket Ground, I jumped at the opportunity.
This was no ‘run-of-the-mill’ corporate day out. Kukri was certainly flexing its muscles as sponsors of Lancashire CCC with a stadium tour lead by England and Lancashire wicketkeeper Warren Hegg, as well as seats to watch the biggest 20/20 game of the season between Lancashire and Yorkshire being my personal highlights (I’m a self-confessed cricket nut!)
It was immediately easy to see the direction Kukri were heading in with their brand refresh. The new kit has a stripped down, much subtler branding approach with a new off white text on a charcoal background colour scheme. It still catches the eye but doesn’t distract from the new, beautiful, sharp imagery of models in action poses wearing Kukri’s kit. The new look is noticeably more grown up and reflects the fact that Kukri has evolved considerably over the last few years.
It was immediately easy to see the direction Kukri were heading in with their brand refresh
Kukri has also adopted the new mantra, “Together Stronger”, which encapsulates every aspect of Kukri’s renewed plan to be much more customer focused. The new branding intends to push a four-pronged message: quality, passion, professionalism and diversity. We were also treated to a terrific video featuring Kukri’s staff (many of whom are former professional sports people) hammering home the passion they have to drive Kukri to the next level.
In summary, it’s obviously an exciting time at Kukri. I was left with a real sense that they have a very clear idea on what they need to deliver in order to surpass their own high expectations. One thing’s for sure, with the passion displayed at the refresh event, it would take a brave person to bet against them continuing to go from strength to strength.