FROM WORKWEAR GENERALIST TO FLAME RETARDANT EXPERT
In connection with a serious workplace accident in the mid 00’s, Tranemo decided to develop a new type of advanced workwear with improved flame and heat protection. The journey they started has changed them from within. All for a safer workplace.
Tranemo is a third generation family business. The company was founded in 1934 and has extensive experience in developing textiles and deliver workwear for Europe’s heavy industry. Today they are focused entirely on advanced workwear and to become best in Europe at flame retardant.
A transformation like this has to be reflected by the company’s brand in order to make a clear statement to the market, as well as internally.
A brand platform supporting the new strategic direction was put in place. As a consequence the name was changed, from ”Tranemo Workwear” to just ”Tranemo”. To underline the strategy and distinguish Tranemo from the workwear generalists a tag line was also added: Tranemo – Advanced workwear.
As the visual expression of a brand is one of the most important tools when communicating a new visual identity was developed. All to emphasise and assist on the journey towards Tranemo’s vision to become ”Europe’s leading inherent flame retardant workwear brand.”