Red Kap

Red Kap is an American retailer specializing in making workwear since their founding in 1923, starting with a trademark red cap. To celebrate their 100 year anniversary, they hired Nashville-based creative agency Table to give them a brand refresh that is far from the usual uniform.

Previous iterations on the brand included a typical selection of “workman” sans serifs — Trade Gothic, then a gaspipe sans, then Knockout and Gotham (Hoefler & Co) in the mid–2010s, then a techy monospace in the early 2020s.

In 2023, Table decided to shed the “thousand-yard stares and guitar riffs” that is de rigueur for products targeted to the trades, and focus on the fun people have at work when they’re doing what they love. Keeping the Knockout used in the Red Kap logo, Table added Obviously (OH no Type Co) into the mix to take over the heavy lifting. The conversation between the two highlights all the bounce and fun Obviously brings to the brand, like a seen-it-all old timer and an enthusiastic apprentice.

The new brand centers around inviting and playful brand photography set with several widths of Obviously, and a background of the eponymous red. To complete the ensemble, Table designed golden callouts that feel almost like patches that might be sewn onto the garments.

Lastly, the identity is anchored with a neutral grotesk for body copy: most of the time Neue Haas Grotesk (Commercial Type), sometimes Neue Haas Unica (Monotype), other times just Helvetica, Arial, Open Sans or Roboto.

Brand strategy, naming, brand messaging, creative direction, art direction, visual identity, logo design by Table, with production by Farmuse.

Principal, Head of Creative and Design: Sean O’Brien
Design director: Ashley Rocha
Senior art director: Shehan Rodrigo, Haley Stone
Graphic designer: Michael Dove
Web design: Elva

For a full list of credits, see the case study on Behance.