Social enterprise Socks for Happy People has turned to Glorious Creative to create an identity, branding suite and website, helping the brand position itself as ethical and target independent retailers.
For every customer who buys a pair of socks from Socks for Happy People, the company will donate a pair to a child in the developing world.
Appointed by recommendation, the consultancy began work in December 2008 and sought to build a brand message of sustainable production and show the ’joy’ that can be derived from the product ’without being worthy’, says consultancy director Scott McCubbin.
Socks for Happy People claims azo-free dyes are used in the socks, which are made from organic cotton and manufactured in India, and has tasked Glorious Creative with developing a recycled packaging solution.
’It’s about getting people to buy into more than just the socks – it’s an opportunity for the company to talk about what it’s doing,’ says McCubbin.
The identity uses a palette of four colours across typography and a marque – the jumping character (pictured) – which McCubbin says in time may stand alone.
’I’d like them to be in a position where they can choose not to use the name, but for the moment it’s strong and will raise the profile,’ he explains.
Print materials, including a poster campaign, are planned, and a website – which will include social media and video – has been developed to build the profile of the company ahead of a product roll-out across independent retailers in coming weeks.
Early iterations of the brand have helped Richard Taylor, director of Socks for Happy People, to grow the business. He says, ’As soon as we were looking to agree deals the credit crunch kicked in, with manufacturers trebling the volume of orders they were willing to accept. Having the right image was critical.’