An ode to punk
Brands synonymous with workwear, such as Dickies and Carhartt, have had a resurgence in fashion. In particular, Dickies has a long history with music, in particular pop-punk, metal and hip hop.
Tree Punk very much acknowledged this as an influence. Their customers' aesthetic is similar. Most of us know the look: multi-pocket work shorts with pulled up white sports socks and skate shoes.
We proposed and delivered the creation of an awesome brand story, positioning and brand book to guide them through the launch and product development.
All of our projects kick off with a briefing session. We got together with the founders of Honey Brothers to understand exactly what they envisioned for Tree Punk.
Next up was the audit. We analysed their audience’s digital habits, interviewed customers to get a sense of what they truly care about, and conducted competitor research culminating all of this into detailed personas. Finally, we incorporated our research into the creation of the brand story and positioning. Telling their story the right way is the cornerstone of any brand coming into a market of experts.
From here, we set about working on creating a brand story that felt more punk rock, stage-diving and crowd-surfacing its way around the world.
Just because I dress like this, doesn't mean I'm a communist
Tree Punk is now a living breathing brand that already has several collabs under its belt. From limited edition workwear, snapbacks, and Tshirts. It’s safe to say that the branding has been well received and is a roaring success. Honey Brothers have also since smashed into the US market and they’re leading with Tree Punk to crack this huge new demographic.
Featuring distinct designs and bold colours, Honey Brothers now have their punk-rock younger brother brand that appeals to their stylish, discerning demographic of 25-35 year old arborists with attitude. They have a brand bible that can be easily shared with designers and collaborators, as well as for internal company use to ensure consistency across all uses.
