Challenge
L.C. King needed to grow without looking like it was chasing novelty. New lines, ecommerce, and lookbooks had to speak to modern buyers while protecting the trust built by a heritage American workwear brand.
Decision
I shaped a sub-brand framework that gave Small Batch, Heritage, LCK Workwear, and King Country distinct voices under one parent system. Photography, typography, tone, and merchandising assets were tuned to feel rugged and current without breaking from the factory story.
Result
The brand could expand into modern acquisition and storytelling while keeping its craft credibility intact. Each line had room to speak for itself, but the parent brand still felt unmistakable.