REBRANDING the oldest glove company in America

Creative Direction / Art Direction - Hands on

The Summary

When your brand’s been around since the 1890s, it’s easy to fall behind the times. Boss needed more than just new packaging, they needed a full brand refresh that kept their legacy intact but made them relevant on today's shelves. As Senior Creative Manager, I led the strategic overhaul of everything from brand identity to website to product packaging, and helped reposition Boss as a tough, modern player in industrial gear.

The Challenge

Boss is one of the oldest glove brands in America, with a legacy that stretches back to the 1890s. But in recent years, its branding and packaging had fallen behind, cluttered visuals, inconsistent identity, and a dated retail presence. Boss needed a brand refresh that honored its history while competing on modern shelves.

Collage of Boss Gloves advertisement displaying various types of work gloves and applications. Includes images of gloves being used in different tasks and descriptions of materials like cowhide, deerskin, and goatskin. Features branding elements and a sizing chart for gloves.

Two potted plants with flowers on grass; gloves placed next to the pots; inset image of hands wearing orange gloves handling glass sheets.

Person wearing green gloves holding a garden tool with an orange handle in front of a textured wall.

My Role

As Senior Creative Manager, I led the full creative direction for the rebrand, from initial concept to rollout. This included redesigning packaging across dozens of SKUs, refreshing the brand identity, developing a new website, directing lifestyle photography, and supporting the retail and marketing launch.

The approach

We tackled the rebrand in phases to balance speed with strategy:

Phase 1: Packaging Modernization
A visual overhaul that made key information clear and shelf-ready while keeping gloves the hero.
Phase 2: Brand Identity Refresh
Cleaned up the logo, simplified color use, and developed a consistent system across collateral.
Phase 3: Digital + Marketing Rollout
Built a new website, updated sell sheets, and rolled out a new art direction for lifestyle imagery.

Packaging labels for Boss gloves, branded "Impact Performance," in red and white design, featuring product icons and descriptions, sized 2XL.

Store display showing a variety of work gloves organized by color and type, with a sign reading "Gloves That Work. For Every Job." and graphics of tools and construction materials.

Design Exploration

We explored multiple directions with varying degrees of heritage and modernity, ultimately landing on a look that balanced boldness with familiarity.

Packaging Transformation

The new packaging focused on clear benefits, glove visibility, and consistency across retail categories. We created a scalable system to support future product lines with ease.

Visual System & Photography

We directed and executed a new photo direction that reflected the rugged, blue-collar identity of the Boss customer, without feeling staged or overly polished.

Results

100+ SKUs refreshed and rolled out to retail
Brand system still in use today, 5+ years later
Elevated Boss’s presence in both B2B and B2C channels
Landed placement in box box stores across the nation

Collateral - Seasonal and breakouts

Catalogue featuring Boss gloves and work gear with sections on different types of gloves like cowhide, deerskin, and pigskin leather. Includes product images and descriptions with a focus on durability and versatility.

A collage of brochure pages showcasing various types of work gloves. The pages highlight features such as durability, cowhide material, and different glove designs for utility and protection. Text includes words like "durable cowhide," "premium deerskin," and "fit and comfort." Images of gloves in various colors and materials are prominently displayed.

Promotional material for Boss cut-resistant gloves featuring various models like CR1 and CR5, detailing their cut protection levels, specifications, and features for safety in work environments. Includes a rating chart and images of gloves in different settings.

Packaging and Displays - Mainline and Promotions

Boxes of Boss Performance work gloves in a store display

Stack of boxes labeled 'Rainsuit' on a wooden pallet

Product - shown 1 of 100s of styles created

Illustration of black protective gloves with red accents featuring touchscreen compatibility, full back of hand TPR, padded palm patches, nylon cuff pull, reinforced thumb saddle, and boxed fingertips. Design includes detailed annotations and color swatches for retail safety purposes by PIP.

Diagram and specification sheets for protective gloves, including detailed views of design elements like TPR (thermoplastic rubber) components marked with various measurements, color codes, and labels for left and right hands. Includes close-up sections showing dimensions for specific glove parts.

Pair of black and red protective work gloves with "Impact 1" and "Boss 1" branding.

Person wearing black and red protective gloves holding a sledgehammer

Photography Art Direction

Photos taken by JAR Photography

Person wearing gloves working on a car engine, using a wrench and holding a blue cloth, with visible air filter and engine components.

Mechanic working on an engine with a ratchet wrench and wearing Boss gloves.

Tool belt with gloves, screwdriver, hammer, and wooden plank on a workbench.

Man wearing a red and black checkered shirt and a black beanie, adjusting black gloves with zipped pockets, looking down.

Man wearing safety goggles and gloves stacking stones outdoors.

Person using a hammer to split wood logs, wearing gloves and a winter jacket, with a stack of firewood in the background.

Digital deliverables - Web Design, E-commerce, Omnichannel

Promotional image featuring Boss work gloves, tools in a leather tool belt, and text emphasizing durability and protection for tough environments. Slogan "Work Hard. Wear Boss." at the bottom.

Boss Men's Guard Split Cowhide Leather Palm Work Gloves listing on Amazon, featuring red and gray gloves with slip-on cuffs, leather knuckle strap, and lightweight canvas backing. Product details include durability and abrasion resistance. Available in size X-Large at $4.99 with Prime delivery options.

Product page for Boss Medium Black Synthetic Leather Demolition Gloves at Lowe's, featuring gloves with red and black accents, pricing, sizes, pickup and delivery options.

Reflection

This rebrand wasn’t just about a new look, it was about restoring confidence in a brand that had been forgotten. The phased approach gave us the runway to modernize without alienating legacy customers. It taught me how to navigate change at scale while keeping the user (and the shelf) in focus.