A project that breaks stereotypes

Yes, we know, we are talking about socks. It looks like something childish.

But from a past period, the trend of “crazy” socks exploded on the fashion industry but especially began to be part of the street style of each of us. These colourful and bold socks have imposed a style on today’s generations.

Andrei Manea came to us with a set of pairs of coloured socks of all colours and shapes and asked us a question: are you brave enough to make these socks a super funky brand in Romania that emits: changing, color and vibe?

A category regained on the Romanian market

The BroHouse team had to come up with a new solution where costumers would be as confident as Happy Socks, which is a globally recognized brand. The challenge of BroHouse was to create a position and personality for the Funky Feet brand. 

We all know that the days when there was only one way of dressing for work are gone – just because you are formally dressed does not mean it has to be boring. The brand positioning built by BroHouse was made around the desire to “distract attention” at any price. The same thing happens with earrings, heels, handbags or other accessories.

So, the BroHouse team managed to respond to this concept, a visual identity represented by a giraffe, a funny and quite funny animal: small head and long legs. The solution has intelligently communicated with the destination of the products and the type of products that can be found on the funkyfeet.ro website. The font is fresh and dynamic and supports the concept created. It is playful, friendly and powerful, a font that breathes and is not busy to “greet” you on the shelf.

Immediate results showed that nearly 60% of consumers managed to find socks easier, and new models increased purchase intention by nearly 40%.

The project began in the first phase with brand identity, brand name, web design and continued with Prince’s collateral materials, photoshoot and sock design proposals.