KK&Jay

While working together in high-end retail, the founders of KK&Jay discovered they shared the same problem: their shirts would become untucked after reaching for a high shelf. Although the shirt-stay has been a staple amongst uniformed servicemembers for decades, the duo found the old designs inadequate, and worked together to modernize them for a fashionable audience.

After strong initial buzz and word-of-mouth, the company sought to expand its product offerings and reach more customers. They came to the team at Kworq to help reach other verticals and correct common misconceptions around its product. I led a brand refresh around the term “tucking”, making playful references to the most versatile word in the English language, and establishing a confident, non-judgmental voice for a brand that doesn’t mind being seen with its pants down.