Task
Develop a full brand identity for a fourth-generation, Wisconsin-based sock company. The company manufactures high-performance socks for outdoor, athletic, and lifestyle use—serving customers who hike, ski, run, fish, or just want comfort at home or work.
Their products are proudly made in the USA, with a strong commitment to sustainability, innovation, and supporting domestic wool growers and yarn spinners.
Inspiration
Many Scandinavian immigrants, primarily from Norway, settled in Wisconsin in the 19th and early 20th century and it remains a part of its culture today. Something that ties into the generational family aspect of the brand. I looked to Scandinavian knitwear, traditional and modern for inspiration.
User Archetype and Persona
Logo
The leafs are derived from the stockinette stitch found in knitwear.
åå is a letter found in Scandinavian languages pronounced as a long "o" like in Woven.
Packaging
Prototype Evolution
The packaging is designed to keep socks secure without glue, aiding in the brand's sustainability.
One major flaw in my early prototype is the double slot that the socks are threaded through. It caused the paper to tear. Reducing it to one larger slot reduced the strain and had gave it a cleaner look.