Renfro Brands, a leading manufacturer, distributor, and marketer of sock brands, wanted to address a simple need in the sock industry: there wasn’t a single, easy, engaging way for people to shop for socks online. They asked BMD to help create their first DTC brand, a dedicated sock marketplace, from brand strategy to launch.
What became a “sock shop by the sock-obsessed” needed a name that would signal its connoisseurship and expertise. Loops & Wales, with its playful nod to knitting terminology, was born. Effusive, inviting, and more than a little excited by socks, the voice becomes an invitation to delight in all aspects of the formerly humble sock.
The visual identity brings forward the breadth and variety of socks from fashion to performance with a mix-and-match graphic language. The oversized ampersand becomes the anchor for a rotating set of options, images, colors, and ideas as well as a stylish pattern for packaging and other needs. The flexible and dynamic system is especially suited to digital platforms where motion and variety are key.