The Sock Drawer
Reimagining the world's second largest online sock store.
The Client
An online resource for all of your sock needs who accommodates for their following. The brand's global ranking has since become #1 largest online sock retailer.
The Challenge
With a very strong and loyal audience, the brand’s new identity needed to be inclusive of the already established relationship with the business yet intrigue new buyers to be encouraged by the new brand and join the community.
The Strategy
Focusing on what makes this business a brand in the current perception was very much focused on the community developed by the love for fun and creative expression. The approach to the new brand would need to use this as a common thread as well as share the core values of the business.
The Design
The brand’s new identity design emphasized the element of community by portraying the different colors and threads being woven together to create one united piece of fabric. The visual flow of the threads are broken in areas to create layers of depth while the line style used is very human/organic in that it isn't perfect and shows variants to give a handmade feel. Hidden within the design is an “S” to represent the brand name and reinforce the association.
The Creative Solution*
Through the identity’s design attributes, the focus of the brand goes beyond just the actual products being sold and allows the brand to go further. By not focusing on the transactional goods, we force the business(and audience) to focus on brand-centric elements like the great community of the brand, fantastic service, and quality lifestyle curation of the online experience. The new identity creates visual interest with its hidden “S” and design style, but reflects back to the core values of the business to further the brand’s reach outside of the products.
The Results
A brand that enables the business to further transcend just being one of the largest sock stores, but a community advocate who connects people by spreading joy.
*Learn more why our solutions drive results.
