Holík International is set to unveil its craft-based brand identity at Interschutz.
The six day international tradeshow will take place between 1 – 6 June at the Hanover Exhibition Centre in Germany.
Holík International
Holík International belongs to a very small group of manufacturers worldwide. The manufacturers supply firefighters with a system of protective wear including gloves, footwear and clothing.
Holík highlighted that as it protective wear is made entirely from its own development and production, it puts the company in a unique position within the market where most companies combine equipment from various suppliers.
This capability is now, for the first time, placed firmly at the centre of the company’s communication.
In 1993, Ivo Holík, the owner of Holík International, took over a simple workwear glove production and instead of becoming a low-cost subcontractor, he decided to build his own brand.
He gradually added further key components, including firefighter footwear (2010) and intervention clothing (2024), creating a unique integrated protection system.
“We wanted to control the entire product”
Ivo Holík, Owner of the company said: “We didn’t want to depend on what someone else would commission from us. We wanted to control the entire product: from development all the way to real intervention in the field.”
The company reported that as a result of this, it now supplies equipment to more than 80 countries worldwide and can guarantee the functionality and compatibility of all gear components as a single integrated system – which is crucial in real-life operations.
Holík is now translating this technological and manufacturing advantage into its brand.
“Deeply craft-driven and human”
Working with acclaimed European marketer Michal Pastier, the company developed a new visual identity built on the intersection of craftsmanship and innovation.
Pastier said: “Holík International is not just a technology company. It is deeply craft-driven and human.
“Our task was to interpret into the brand exactly what it already carried – thanks to the Founder’s vision and the company’s values.”
Visual brand identity
With the help of Pastier, the dominant element of the new identity is the so-called Protective Green – a distinctive green colour symbolising protection and progress.
It is complemented by anthracite, referencing craftsmanship and material.
Alongside this, the key symbol is a spool of thread, connecting the brand’s origins with its current technological level.
The new slogan “Crafted to protect. Worn with pride.” replaces the generic communication of the original tagline “your safety comes first” and brings the brand closer to those who actually use its products, added Holík.
Interschutz 2026
Holík revealed that it will present its new identity at Interschutz in Hanover.
Alongside the company’s largest-ever exhibition stand, Holík will also take the stage at a special panel discussion on the topic of wildfire, that is set to take place on Tuesday 2 June at 11:00 am, Hall 17, Stand D70.
Both Ivo Holík and the company revealed that attending the tradeshow will be a symbolic moment for the company’s journey which started out delivering leather to seamstresses in an old van across surrounding villages.
It all began with craft, and craft is where it ends.