Hard Yakka

The Problem

Workwear Group were looking for strategic guidance to understand their market and re-align the Hard Yakka brand in order to position it for success and avoid overlap with other brands in their portfolio.


Hard Yakka is one of Australia’s most iconic brands, but with the emergence of new fashionable workwear brands on the racks Hard Yakka was fast becoming a brand that was just fondly remembered. Brand Council were brought on board to review the Workwear Group (WWG) brand portfolio and provide recommendations on how to position Hard Yakka for success and seek out areas of opportunity for future growth.

Brand Strategy and Philosophy

In order to answer this brief Brand Council carried out a thorough review of all existing research, and then managed a detailed diagnostic program to identify and asses the value of new market segments and opportunities for the WWG brand portfolio. From these findings Brand Council developed a revised brand architecture for the WWG portfolio, challenged management’s thinking to develop a sound strategy for growth in the increasingly competitive workwear apparel and PPE market. Brand Council then developed the brand purpose, guiding philosophy and strategy for each brand, then selected and worked with a creative partner to develop an enduring brand idea to ‘re-launch’ Hard Yakka to customers and distributors. A brand idea that leveraged what was loved about the iconic brand, but set it up for the future.

Brand Purpose, Guiding Philosophy and Manifesto

brand purpose

A History of Hard

A History of Hard

The brand idea ‘A history of hard’ has been developed to build on the heritage of the Hard Yakka brand, while making it relevant to today’s worker.

"The new breed of tradie is much more style conscious and has more disposable income. They are proud of the quality of their work, and they are looking for clothes which are not just durable and functional, but also look good.”

"Workwear is a badge of honour, and Hard Yakka knows how to make tough look good. Hard Yakka isn't just workwear, it is a work ethic and a way of life. We make Aussie workers feel like legends - because they are.” Liesel D’souza, Brand and Marketing Manager, Workwear Group


Brand Logo Refresh

Previous Logo

Previous Logo

New Logo

New Logo

Brand Idea and Launch Video

Creative Executions

Hard Yakka Billboards




Following the internal launch staff engagement is up with greater clarity around the Hard Yakka brand and its unique role within the WWG portfolio. Distributors are more engaged and supportive of the Hard Yakka brand than ever before. Hard Yakka was voted the TWW supplier of choice in 2018. The Hard Yakka ‘History of hard radio promotion’ on the Nova network received an unprecedented 6,500 participants, making it one of the most successful campaigns in the Nova history.


Creative work done in partnership with ext77