Wink, formerly known as WonderWink, is revamping its brand to better reflect the needs of today’s healthcare workforce. The new identity emphasizes both style and function, with a focus on apparel that empowers medical professionals to perform their demanding tasks with confidence and comfort.
“We wanted a brand image that resonates with the modern healthcare worker,” explains Sue Kapllani, Wink’s Senior Vice President of Brand and Strategy. “Our previous logo felt outdated, and we wanted to showcase a balance of professionalism with a touch of playfulness, which remains core to our brand personality.”
This rebrand comes at a time of significant growth in the healthcare apparel industry, with new companies entering the market alongside established players like Wink. The company, known for its extensive color options and size inclusivity since its launch in 2010, is now placing a renewed focus on product design. New styles with innovative features are slated to launch in the coming months.
“We’re committed to providing functionality that complements style,” says Catherine Beldotti Donlan, Wink’s President of Healthcare. “Our healthcare heroes deserve scrubs that perform as hard as they do, offering comfort and mobility throughout long shifts.”
Wink is moving away from materials that restrict movement and incorporating features like flexible back panels to support the physical demands of the job. The recent update to their popular Renew collection exemplifies this approach, featuring details like pen slots, yoga waistbands, and flared-leg pants for enhanced comfort and ease of movement.
“Rebranding requires careful execution,” acknowledges Melissa Minkow, Director of Retail Strategy at CI&T, a digital consultancy firm. “There’s a risk of losing brand recognition among existing customers.” However, she also sees the potential for a fresh start. “A rebrand allows you to refine your message and potentially reach new audiences.”
Wink plans to go beyond product development with strategic initiatives to propel the brand. Their recent partnership with Taskrabbit for a social media giveaway demonstrates their commitment to engaging with their audience.
By prioritizing both style and functionality, Wink aims to become the go-to brand for healthcare professionals who value comfort, performance, and a touch of personality.
