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Est.2010 Retail experience and packaging for one of America’s legendary apparel manufacturing companies, Dickies. Williamson-Dickie Company asked Goodby Silverstein and Landor San Francisco to develop a new brand campaign, store experience and packaging. We developed the final design by elevating the strongest equity of Dickies, their timeless symbol and monogram. It’s not just iconic but bold, powerful and recognizable beyond just a commercial logo but a piece of art. The visual expression of the brand offers the company’s no-nonsense, unpretentious image that appeals to customers, from the typical American working hero to cubicle workers.

2012 Gold GRAPHIS Design Annual

The Design team was Henri Kusbiantoro, Junko Maegawa and JJ Ha led by Nicolas Aparicio. Landor Associates, San Francisco.