The brief
 

Regatta Professional has four distinct brands under one umbrella, each with its own audience, product focus and personality. The challenge was to create a suite of straplines that would give each range a clear identity while maintaining a consistent approach across the wider portfolio.

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The process

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Creating a strapline sounds simple until you're staring at a blank page trying to summarise an entire brand in three or four words. Each range had a different role to play. Some focused on workwear, others on corporate clothing, teamwear or specialist performance apparel. The challenge wasn't just creating memorable lines; it was creating straplines that genuinely reflected the purpose of each brand and the people who wear the products every day.

Working closely with the Regatta Professional team, I explored the positioning, audience and strengths of each range before developing a series of concepts. The final direction centred around a simple but powerful structure: pairing an audience with an aspirational outcome. This created a family of straplines that felt connected while allowing each brand to retain its own identity.

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The outcome

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Five brands. One clear direction.

The final straplines gave each range a stronger and more distinctive voice while creating consistency across the wider Regatta Professional portfolio. Short, memorable and versatile, the lines were used across marketing materials, brochures and brand communications, helping customers quickly understand what each range stood for and who it was designed for. From "Professional teams. Think smarter." to "Tough teams. Think stronger.", the straplines united the portfolio while giving every brand its own place within it.