Simon Jersey Company Rebrand

New strategic proposition, personality and positioning for Manchester based fashion company Simon Jersey

Simon Jersey is the UK’s leading ‘wear for work’ fashion company and the brand behind the iconic uniforms of Emirates Airlines’ cabin crew and the sharp tailoring of Team GB. With more than 45 years of workwear heritage, it dresses the employees of small, independent companies and multinationals, providing functional, stylish clothes for industries ranging from beauty to healthcare and hospitality.

The Brief

Simon Jersey asked us to create a defined brand proposition, personality and positioning to support its 60% growth and ambitious global expansion. Its existing branding didn’t resonate with a new generation of customers wanting function, comfort and style so we were given the task of creating a new visual identity to reflect the company’s expertise and heritage, but one that would also speak to a new generation demanding function, comfort and style.


Our first task was an in-depth exercise to conceive and build a comprehensive brand strategy.  We worked closely with the Simon Jersey team to thoroughly understand its key market categories, the competition and business challenges. At the same time, we also ensured the group’s aspiration to be seen as a stylish, innovative and fast-paced ‘wear for work’ brand were a key consideration. 

The result was a clear brand proposition, positioning and personality, which collectively formed the foundations on which the new identity now rests. 

We identified that Simon Jersey should have a clear differentiation from both wear to work and fashion retail competitors, but still appealing to both business-to-business and business-to-consumer audiences across a diverse age and socio-demographic range using aspirational, images which remained relevant for all target audiences.

We also created the strapline ‘Functional Fashion’ to reflect the stylish and durable ranges Simon Jersey offers to customers and designed a version of Manchester’s worker bee as part of the new brand imagery. The bee originated as a symbol of Manchester during the Industrial Revolution, when the city was at the centre of Britain’s cloth milling.

The rebrand has been really well received with by existing customers and now puts Simon Jersey in a strong position for its expansion into Asia next year.

“We chose Brandality because Adam and his team really understood the process we were going through and understood our brand at a deeper level.”

Claire West, Marketing Manager at Simon Jersey

Projects you may also like