Red Kap: A 100-Year Refresh

Let me state the obvious—the trades industry is full of some of the funniest, hardest-working people out there. TikTok and Instagram prove it daily, filling feeds with pranks, performances, and personalities that show us how much the trades go beyond the “hard work, tough guy.”

After 100 years, Red Kap was ready for a refresh—one that showed they truly understood their consumers. Partnering directly with the client, FARMUSE and creative agency TABLE led a full brand overhaul.

Casting for the print campaign ran nationwide, bringing together a 24-person cast in Nashville for a high-energy shoot with creative powerhouse and master of “play,” Tory Rust. Two cameras rolled non-stop to capture a master Figma file of 48 looks, each bringing a different trade to life in bold, playful setups. To meet the social-first demand, second shooter Brittany Bravo captured small groups and behind-the-scenes content designed for digital channels.

Over four adrenaline-packed days, our team managed wardrobe sizing, timing logistics, and constant set changes. Beyond the new product photography for Red Kap’s revamped website, we produced live-action digital shorts, developed a mnemonic, created animated graphics for online ads, and curated a custom music library for brand-centric digital campaigns.

The result? A collaborative effort that delivered a fresh, bold look—setting the tone for Red Kap’s next century and driving measurable growth in sales.