Purnell wanted to launch its high end performance clothing and find its niche in that competitive field. This book is an initial exploration of the brand. With its roots in the wind turbine industry, the look and feel of the creative is rugged yet refined.

1. BRAND
OVERVIEW

3. STEPOUR
CONCEPT
STORE
SOHO, NYC
SANTA BARBARA, CA
RANCHO SANTA FE, CA
INSIDE
JACKSON HOLE, WY
PORTLAND, MA
AUSTIN, TX

4. WE CALL IT
URBANDUSTRIAL

5. WE’VE BEEN THERE.
AND WE PLAN TO STAY THERE.
BECAUSE WE
RIGHT WHERE YOU ARE.
WHERE YOU WANT TO BE . WE’LL STAND UP TO ANYTHING
ON & OFF THE JOB. THAT YOUR DAY CAN DISH OUT
SO YOU CAN KEEP ON WORKING FOR WHAT YOU BELIEVE IN.
BELIEVE IN YOU.

6. De f ining a comp e l l i n g a n d
dist inct ive re a s on t o e xi st
in a cro w d e d c a t e g ory
and m ark e t p l a c e . C O M F O R T
No one understands better how important
is for you to feel good, doing your job.
STYLE
Sim ult a n e ou s l y Who says workwear can’t look good?
launching a b ra n d When creating our products, we keep your Not us. We have taken the work wear
e nco m pass e d of t h r e e QUALITY comfort in your challenging work basics you love and added an element
of style that will make you feel good
dist inct prod u c t l i n e s environment at the forefront of our design. wearing them on and off the job..
w it h varying p r i c e p oi n t s,
dist ribut io n c h a n n e l s We d e l i v e r t h e b e s t
and co re c u st ome r s. workwear products
available in the
fit
We a r e n o t m a n u f a c t u r e r s d e t a i l s
Success f u l l y industry made with Take a closer look at our clothes and you’ll
of the typical workwear see their feature s. Each elemen t such as
co m m unicati n g t h e c ore premium fabrics, brown potato sack. the pull cord on our zippers for easy
BRAND CHALLENGES
access with work gloves or droppe d
be ne f it s o f ou r p r od u c t thought and We b e l i e v e o u r c l o t h e s should er seams for more comfor t when
such as f abri c se l e c t i on , wearin g a harnes s are what make our
should actually fit the work wear differe nt from anythin g
qualit y an d c omf ort attention to detail. s i l h o u e t t e o f y o u r b o d y, you’ve experie nced before .
w it ho ut m an y c u s t ome rs helping you
having t he o p p or t u n it y t o perform and look
se e o ur pro d u c t f i r st h a n d . b e t t e r.
BRAND VALUES
Building a g r a ss root s
f o llo w ing f o r ou r b r a n d i n
it 's init ial la u n c h s t a g e s.

7. ON THE JOB EXPERIENCE
We get it. Because we’ve been there. We’ve worked in the wind turbine industry and founded
Purnell because the workwear that was out there just didn’t work. So we’ve made something better.
INTELLIGENT DESIGN
Because every Purnell product is designed from an insider’s perspective, you’ll find details
in our clothing that you won’t find anywhere else. Like a waterproof pocket lining –
so your cellphone stays dry. We’ve discovered that little things can make a big
difference in how you feel and how you look on and off the job.
INNOVATION IS IN OUR BLOOD
We’re inventors and innovators. We’re always looking for ways to do
things better. That’s just who we are and why we started this company.
We aren’t looking to reinvent the wheel; we just want to make
it spin a little smoother.
REAL, AUTHENTIC WORKWEAR
Yes, we make genuine workwear. And to us, it’s more
than just a job; it’s our passion and our family’s pride.
We want to make your workday a little
better and because we know what it takes to
get a job done, we can.
BRAND PURPOSE

8. To provide intelligently designed workwear
for a changing world by infusing iconic clothing
with evolutionary details that make it
relevant and reliable for a new
generation.
OUR MISSION

9. We appreciate that some things never change.
Like the feeling of pride that comes from a job
well done, the taste of that first sip of coffee at
dawn and the way your muscles ache after a
full day on site. Hard work is something we
understand. Because we’ve been there.
It’s that insider’s point of view that gives us the
perspective, the ability, the vision to look
forward to what’s next, to what’s innovative
OUR VISION and to what makes sense for today and
tomorrow. It’s that pioneering spirit that guides
us to make Purnell work a little better than the
work wear of the past. Because it’s designed for
what you do and who you are. So it’s designed
a little smarter, with intelligent details that might
be small, but that we believe make a big
difference. We think of it as work wear for a
new generation – one that respects the past
but is building the future.
Purnell: Work wear for a changing world.

10. POSITIONING PRIMARY: SECONDARY:
Men/women who engage
STATEMENT
People who work in
challenging, physical
in adventurous, typically
environments that require outdoor activities.
workwear to help protect
them on the job. Workwear is a component
of their lifestyle wardrobe.
Purnell has reinvented workwear. Workwear is a
With garments that are comfortable, smart, functional need.
stylish and safe, so you can excel
doing the job you love.
TARGET
AUDIENCE

11. WE ARE
we work and play in the clouds
WE ARE NOT
dirt. smoke. trucks. grease. fat. budweiser.
we are grounded in tradition but soar untethered old. lunch boxes. factories. refineries.
we are thoughtful & reflective models. butt cracks. sweat. fighters. stiff.
we use our minds as well as our hands contrived. pigs.
we embrace change
we are courageous
we are adventurous we are not carhart.
we are evolutionary we are not dickies.
we believe that life should be an adventure

12. WORKWEAR IS NO LONGER A DIRTY WORD

13. CREATIVE
EXPLORATION

14. A workwear evolution SKY COWBOYS
Workwear for a changing world RIDERS IN THE SKY
COWBOYS IN THE SKY
Working to change the world
THE WINDS OF CHANGE
Classic workwear reworked KISS THE SKY
Geared for change FLIGHT SCHOOL
Embrace change PUT IT ON, BEFORE TAKE OFF
AN OFFICE WITH A VIEW
Change the world
TAGLINES HEADLINES

15. REMEMBER
THESE?
Name: Bruce Duff
Age: 36
De f in i n g a c o m p ellin g a n d
1. AWARENESS
Hometown: Sante Fe, NM
d i stin ctiv e rea so n t o ex ist
i n a cro w d ed c a t eg o ry
SOCIAL MEDIA Occupation: Founder/AltaRock Geothermal
Passion: Harnessing the clean, sustainable power that’s in the
an d m a rk et p la c e. By staying present in our customers’ lives, through new
2. RECOGNITION and varying touch, on multiple levels, beyond the promotion
of goods, AS A FRIEND AND A LIFESTYLE PARTNER,
Earth seems like a no-brainer to me. In this business,
everyday is an adventure and that’s why I’m here.
S i m u lt a n eo u sly
we can stay relevant. By staying relevant we can
l au n c h in g a b ra n d
e n com p a ssed o f t h ree 3. INTEREST accelerate the purchase cycle.
d i stinc t p ro d u c t lin es A Workwear Evolution
4. PURCHASE
wi th vary in g p ric e p o in t s, -Contests
d i strib u t io n c h a n n els
-Photo/Video
an d c o re c u st o m ers.
-Stories
Su c c essfu lly
5. REPURCHASE -Technology
-Environment
commun ic a t in g t h e c o re -Blog
b e n e f i t s o f o u r p ro d u c t
su ch as fa b ric selec t io n ,
6. LOYALITY
This is sample copy and is for position, size and style only. This is sample copy and is for
q u al it y a n d c o m fo rt
wi th ou t m a n y c u st o m ers
h avi n g t h e o p p o rt u n it y t o
7. BRAND INFLUENCER position, size and style only. This is sample copy and is for position, size and style only.
This is sample copy and is for position, size and style only. This is sample copy and is for
se e ou r p ro d u c t first h a n d . CAUSE MARKETING position, size and style only.
BRAND ADVOCATES DEVELOP/CREATE
Bu i l d i ng a g ra ss ro o t s
fol l ow i ng fo r o u r b ra n d in A brand advocate is a person, or customer who talks SPONSORSHIP OPPORTUNITIES BRAND AMBASSADORS
i t's in i t ia l la u n c h st a g es. favorably about a brand or product , and then passes
on positive word-of-mouth (WOM) messages about
Establish credibility. Men who
the brand to other people. DRIVE TO WEBSITE exemplify the Purnell brand.
Risk-takers, visionaries &
independent spirits.
Written in their “own words,
Photographed in their “own worlds”

16. THE DETAILS
The beauty is truly in the details.
The details are our singular distinguishing characteristic.
We have to display them proudly.
This is what separates us.
This is what makes us different.
CONSIDER:
HIDDEN SURPRISES
Small subtile details that
add uniqueness to the
fabrication.

17. PRODUCT STYLING
COLOR PALETTE
GRAPHIC
INSPIRATION

18. Workw ear for a
chang ing world
It’s workwe ar that works
TACTICS
better and smarte r.
Rooted in Americ a’s
heritag e but born of the
winds of change . It’s
workwe ar created for
what you do.
For the life you live.
Not just durable ,
but intellige nt.
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A Workwear Evolution
wwww!purnellworkwear!com
TRADE PUBLICATION

19. Purnell
101 E. Victoria Street
Santa Barbara, CA 93101
www.purnellworkwear.com