SPAR | Design On Brand
| SERVICES | Product Consulting Apparel & Footwear Design Brand Communication |
For our project with SPAR, our strategic product management, apparel design, and communication teams united to serve a showstopping new workwear collection. New products. New colours. New era.
This new collection needed to address the diverse roles within SPAR stores and embody their unique DNA: rooted in Austria, premium in quality, and a centre of expertise as one of the remaining Full range supermarkets.
At KISKA, we recognised the scale and complexity of this project from the outset. This wasn’t just about clothing; it was about fostering pride, comfort, and functionality. Plus, our full-service approach ensured that SPAR received 360° support, from sourcing suppliers to internal communication.
—Beatrix Marvan | SPAR | Head of Employer Branding & Recruiting
To create a workwear collection that’s both effective and beloved, we started by listening. SPAR surveyed employees for feedback on comfort and technical issues like fabric breathability, ease of ironing, and temperature challenges—from cold refrigerators to warm storerooms. This input shaped our designs. We also visited stores to observe employees in action, blending firsthand insights with competitor analysis and strategic workshops. We didn’t just design for employees; we designed with them.
This isn’t our first workwear project. CHECK OUT HAIX.
After this, our teams ideated a variety of apparel designs and workshopped alongside SPAR to narrow down our selection. Tech packs were crafted, mock-ups were sewn, and we created AI-powered virtual models to display the designs based on real SPAR employees.
Our output is a multiform collection in deep, timeless shades of bordeaux, grey, and blue. Fabrics are breathable, quick-drying, and require low special care. High-quality materials are combined with stylish and elegant cuts to allow greater freedom of movement on the shop floor. From casual polos to hygiene hats, each piece is united through a recognisable SPAR red logo ribbon.
We wanted employees to feel proud wearing SPAR’s workwear. Drawing inspiration from Austria’s cultural heritage, we subtly referenced traditional clothing elements like rounded collars and edges on the vests and jackets. This modern interpretation balances tradition with a contemporary aesthetic.
—Beatrix Marvan | SPAR | Head of Employer Branding & Recruiting
A focus on inclusive sizing ensured the collection fit (and flattered!) all body types. Employees are given the option to personalise by choosing their own denim pant style under the uniform. Certain products also have concealed pockets or storage solutions for items like keys, scanners, or knives. This flexibility allowed for individuality while maintaining a cohesive brand image.
In parallel with the design development, our communication team identified the ideal approach to showcase the collection. We created a dedicated catalogue for their employees, handling everything from text content to graphic design to product photoshoot. The collection was officially presented at a series of fashion shows in 2024.
Discover the combined power of communication and design. THIS IS HOW WE DO IT.
In 2025, the new workwear was introduced into stores. Over 20,000 employees now wear the new uniforms, and we can’t wait to hear their thoughts on our design.
Find out what co-creation can do. Strategic and hands-on, KISKA boosts business and generates impact with brand and design. See the results for yourself.
