Building a purpose-led workwear brand for a new era.
For over 60 years, Supertouch has supplied protective workwear and PPE to businesses across the UK and beyond. As the company evolved, its brand no longer reflected the scale of its ambition, ethical commitments, or unique position within the market.
You Say Tomato was appointed to develop a new strategic brand platform and visual identity that would reposition Supertouch as more than a workwear supplier. The result was a brand built around a simple but powerful proposition:
Protective Workwear with a Conscience.
The Brief
Supertouch had a compelling story to tell.
While many competitors focused solely on product performance, Supertouch combined protection, responsibility and ethical business practices in a way that genuinely differentiated the brand.
The challenge was to uncover that story, define a clear market position, and create a modern identity capable of working across every touchpoint, from packaging and digital platforms to sales materials and future marketing campaigns.
The new brand needed to:
Clarify Supertouch's market position
Communicate its ethical values
Strengthen recognition across sectors
Create consistency across all customer touchpoints
Build a platform for future growth
Our ApproachWe started with strategy.
Through workshops, stakeholder discussions and brand exploration, we identified what truly set Supertouch apart and translated that into a clear positioning, messaging framework and visual identity.
The Solution
A confident, contemporary identity system built around a distinctive brand proposition.
The new brand delivers consistency across every touchpoint while communicating both protection and purpose.
Key Deliverables
Brand Strategy
Positioning & Proposition
Messaging Framework
Visual Identity
Logo Design
Brand Guidelines
Campaign Assets
Sales & Marketing Materials
client perspective
“Working with YST over the past decade has always delivered visually impeccable and impactful campaigns, but this latest project has taken things to another level. Their ability to truly listen, challenge us, and distil our business into a clear, cohesive brand strategy has been incredibly impressive. They didn’t just refresh how we look, they helped us clearly define who we are. I’m really excited for the future of Supertouch going forward.”
Matt Rushton Head of Commercial, Supertouch
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