Toni Breitweiser - Work n’ Sport - Our Heritage is Hard Work®

The Work n' Sport rebrand was a strategic, 360° transformation that unified visual identity, messaging, and omnichannel marketing to elevate the brand's presence and impact. Collaborating with marketing and merchandising teams, I played a pivotal role in defining the brand's new look and feel, reinforcing its rugged, hardworking heritage.

My Role in the Transformation:

Brand Strategy & Visual Identity
Collaborative Logo Development & Brandmark Evolution
Packaging
Visual Merchandising/In-store signage
Photography
Art Direction
Digital Brand Integration
Website Art Direction & UX Collaboration
Omnichannel Marketing & Campaign Execution

Brand & Website Analysis:

I created the brand and carried it online. I art-directed the photo shoots and designed the website pages, and our web agency built the site from my designs, working with the advertising manager. The result looks like the same brand customers see on the shelf.
Work n' Sport

Belt

Hat

Gloves

Work n’ Sport: Our Heritage is Hard Work®

Brand identity · Packaging · Retail signage · Photography · Website

Challenge:

Work n' Sport was a private-label workwear brand competing against national names, with packaging, signage and digital that didn't look like the same brand.

Solution:

I led the rebrand from first sketch to store shelf, working side by side with our merchandising, marketing and advertising teams. Together we built the brand around the idea Blain's had lived since 1955, Our Heritage is Hard Work. I designed the brandmark, packaging, in-store signage and website pages and led every photo shoot. I also partnered with our outside vendors, including box and packaging printers, sign fabricators and the web agency that built the site from my designs, to bring it all to life.

Impact & Results:

+40% sales (+$7M)

#2 brand in-store, competing with national workwear labels

One consistent brand from the shelf to the screen