Description:

Although Dickies now have their lineups as a casual fashion brand, their original core lineup is durable work wear and their core target is still manual laborers. Given that, they developed their new product line “Dickies Performance System,” which their own new technology is applied to and has even more durability, breathability, or better thermal function.
While keeping their original brand asset such as typefaces and systems, I set the yellow as the main color because yellow and black are the iconic colors at construction sites, and utilized simplified shapes of drill bits as icons to show each function.