Duttons rebrands workwear company Alexandra

The consultancy was appointed to the work in September 2009 following a four-way pitch in August, according to Duttons managing director Felicity Kelly.

The rebrand follows a major restructure at the company, which is aiming to regain its position at the forefront of its sector, says Kelly.

A new tagline – ‘working smarter’ – highlights the company’s move towards becoming a more creative and contemporary business while retaining its heritage and professionalism, according to the consultancy.

Tim Gifford, chief executive of Alexandra, says, ‘As we go into the next few months, I hope that customers are going to see some big improvements and a different Alexandra.’