Happy Socks partners 18 artists in vibrant rebranding

Swedish accessories company Happy Socks has refreshed its brand identity with an updated logo, product labels and on-product branding. To celebrate its new look, the vibrant sock brand collaborated with 18 artists to launch a collection in celebration of its new look. 

Working with Paris-based agency Yorgo&Co, the new visual identity aims to stay true to its core values of being bold, happy and ever-playful while also connecting with and inviting customers into the world of Happy Socks.

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“My first intention was to iconise the brand, adding an icon to an already iconic house,” said Yorgo Tloupas, art director from Yorgo&Co. “But that symbol had to stand out, to express happiness, and to be uniquely evocative of the name Happy Socks in its shape.”

Happy Socks’s new identity includes a coinciding H icon with curious eyes and a discrete smile that is brought to life with animation for digital application features.

“The new visual identity is just one way for us to show how far we have come as a brand, and how serious we are about staying true to our innovative and creative roots,” added Happy Socks CMO Laura Fris in a statement.

To celebrate the new era of Happy Socks, the “18 Interpretations of Happiness” collaboration explores the interpretation of happiness by 18 artists with photoshoots that recreate the image of an artist's perfect day with their feet adorning Happy Socks, up in the air. 

“Socks are our trusty allies that carry us through the world on the lookout for inspiration, so we’ve asked our friends to make them the centre of their art,” explained Happy Socks in a statement on its website.

The collaboration includes Stockholm-based colourist and designer Tekla Severin, New York-based photography duo Stevie Verroca and Mada Refujio as well as French multimedia artist Robin Lopvet.

Happy Socks is not the only company focused on refreshing its look to engage customers. Recently, global coworking space provider WeWork unveiled a revitalised brand identity that aims to modernise the brand while maintaining its soul as it looks to bring the brand into a new era.

The rebrand was led by WeWork  and creative brand agency Franklyn and consists of an updated logo, colour scheme, hand-drawn illustrations of people and spaces, and a custom typeface that will be available on all WeWork channels.

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