Two3rds
Blurring the lines between workwear and lifestyle apparel to push beyond the status quo and liberate you.
Brand voice Campaign messaging
Agency: Juicebox
Creative Director: Anthony Nankervis
Designer: Michael Boag
The brief
Meet your mates! Two3rds are three tradies who noticed workwear styles hadn't changed since they entered the trade.
They wanted fits that felt good on a dusty worksite and looked great on a warm Friday afternoon at the pub.
They came to Juicebox to transform their pipe dream into a real-life label that inspired their community to feel like themselves all of the time.
The concept
How could we apply this idea of “thirds” to messaging and relate it to a workwear brand?
I thought about how our lives are segmented into thirds –
work, rest and play (hello, Mars Bar!).
And that we shouldn’t have to leave our individuality at home when we go to work – this isn’t Severance.
We should feel like ourselves all of the time. This fit with what the guys wanted to achieve – workwear for all the time.
That’s how “Make all thirds of your life yours” was born.
Tagline
How could I turn “Make all thirds of your life yours” into a short and snappy tagline? After a few ideation sessions, “Life undivided” came to mind. Two words that mean breaking down the barrier between work and play. The tagline connotes individuality – Two3rds makes you feel like you are wherever you are.
Messaging
With the “Life Undivided” as the tagline, I wanted Two3rds’ messaging to revolve around versatility and freedom. You can feel constricted with low-quality, uncomfortable and downright daggy clothes, or you can rock up in well-designed workwear that makes you feel free to be yourself. It’s workwear for all the time.
Tone of voice
Two3rds’ tone of voice had to be bold and unapologetic, emulating a pep talk from that straight shooter on site who inspires you to work hard and have fun. Two3rds remind their audience not to let fear get in the way of an adventure or conform to traditions with content that feels adventurous and spirited.
“Well-designed, high-quality workwear that makes you work hard on site and feel free in between.”
Brand values
Two3rds brand is built on what the guys believe in – hard work, feeling good and living free.
So the values had to align with the humans behind the brand and represent the label itself.
We devised short and punchy statements that could be printed on clothing tags and used in advertising. These became Two3rd’s catchcry.
The outcome
What once was a pipe dream is now a reality!
Two3rds is killing it, selling apparel like nobody’s business and engaging their thriving 12K community on Instagram.
Why are they doing so well? They’re bloody hard-working, yes. But they’re also clever.
The Two3rds guys knew that to build a community, they needed a brand story. This foundation set them up for success.