NZ Sock Co
Feet first technology. More than a century of making socks in Ashburton. A brand built for the next hundred years. Grounded in grit. Engineered for what’s next.
We provided
- Brand identity
- Packaging design
- Iconography
- Website refresh
- Social media
Credits
- The Author team
- Morgan Coombes
NZ Sock Co has been making socks in Ashburton since 1901. Over three generations it became a leader in sock innovation and manufacturing, but the brand no longer showed it. We evolved the identity to put the technology front and centre, without losing the grit that built it.
Story
NZ Sock Co began in 1901 as Phaups Hosiery. Over three generations of passion, grit and Kiwi ingenuity, it grew into one of New Zealand’s true legacy businesses and a fixture of Ashburton’s history.
The challenge was to evolve that legacy without losing what the company stands for. NZ Sock Co leads in sock innovation and manufacturing, and the brand needed to put that back in the spotlight.
We started with the wordmark. Rather than replace the original, we evolved it, giving it a more modern feel and a stronger stance.
Around it we built a toolkit for communications, packaging and digital. A more dynamic colour palette and bold typefaces give the brand energy. A topographic map texture grounds it in the New Zealand landscape. The system celebrates the technical side of the product while staying approachable.
The technical detail needed its own language, so we created an icon system that explains what each sock does at a glance. It reads as part of the brand, not an add-on.
From there, the system rolled out across sock packaging, social media and a refreshed website. It gives a business that has already lasted a century a brand built to see out the next hundred years.
