Darn Tough Socks

Fall 2017 | Austin, TX

Branding | Package Design | Art Direction | Broadcast | Silver Award for the Graphis New Talent Annual 2018

Work completed while a student at Job Propulsion Lab portfolio school. Work completed with copywriter Wes Andrews.

Background

Darn Tough is a sock company based out of Northfield, Vermont. The socks have an unconditional guarantee to last a lifetime. We took this into account with all the materials. More detail coming soon as I wrap up this project.

Identity

The goal for the logo was to make the brand feel playful, casual and not taking itself too serious, yet still have craft and demand respect.

Package Design

The packaging for Darn Tough was designed to express the durability of the product in a time-capsule style container. The back of the packaging includes a warning for anyone who is considering purchasing the toughest socks ever made.

Anniversary Stickers

In celebration of the upcoming 40-year anniversary for Darn Tough Socks, I designed stickers to commemorate the anniversary. The style was aligned with the re-branding and art direction for the project.

Commercials

To accompany the new branding we developed a myriad of broadcast concepts. We landed on a concept where the socks are speaking for themselves and show how much tougher they are than even the person who wears them. The broadcast spots show that Darn Tough socks are so durable, they are even more durable than you. I recommend the spots be watched in succession; while each video is able to stand alone, their is an overall theme from the first spot to the last! I shot the videos with Bart Cleveland at McGarrah-Jessee.