Viv Ettenfield
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Reshaped Kukri Sports visual identity

Creative Designer, I contributed to reshaping the brand’s visual identity, repositioning Kukri from playful and casual to professional, trusted, and high-value, ensuring the design reflected the performance and prestige of the teams they serve.

 

Kukri Sports – Redefining a Global Sportswear Brand

Kukri Sports supplies custom sportswear to grassroots clubs and elite teams alike—including Ulster Rugby, Team England, and Lancashire Cricket.

As Creative Designer, I helped reposition the brand by evolving its visual identity from playful to professional—aligning the design with the high performance and prestige of the athletes they serve. The result was a bold, cohesive brand image that reflects Kukri’s reputation as a trusted name in global sportswear.

 
 
 
 

Collaborating closely with internal teams and external partners, I led the research, development, and design of a full brand refresh for Kukri. Starting with competitor analysis, market positioning, and future trends, I established a strong strategic foundation. From there, I developed a clear brand vision, mission, and values—ensuring Kukri stands apart in a competitive sportswear market.

 
 
 
 

By establishing a strong strategic foundation, I ensured every stage of the project aligned with Kukri’s brand values, vision, and budget. From in-depth research and creative direction for photoshoots to producing innovative video content, I helped showcase bespoke product ranges across all business sectors, driving consistency and impact across every digital channel.

 
 
 
 

I also worked on developing and designing sales material, bespoke brochures, signage, presentations, newsletters and brand guidelines on a global basis. Increasing maximum impact with every customer-facing opportunity.

 
 
 
 

Aligned with Kukri's new core values and vision, a corporate platform was developed,  over 400 documents were rebranded and implemented across all departments and subsidiaries. From letterheads, compliment slips, cover pages, business cards, invoices, order confirmation, purchase ledger forms and email signatures. I ensured consistency across all correspondence, reflecting Kukri as a highly professional brand.

 
 
 
 

Viv truly exceeded all expectations and delivered a dynamic, eye-catching brand refresh that captures all the values we wished to portray.  

Danielle Jordan-Taft  ·  International Sales Director