Folch’s supermarket-inspired sock identity looks good enough to eat

Eat My Socks, a sub-brand of design and homeware company Doiy, has just received a very fun identity from Folch. Based around the brand’s edible-looking packaging, Folch has come up with naming and branding that takes its cues from visuals in markets and supermarkets, “where you find a wide variety of packaging with different formats and graphics, applied in different ways,” the agency tells It’s Nice That.

Aiming to capture “the provocative, daring and fun tone that characterises the brand”, Folch “generated a universe” that would fit these values. The whole flexible graphic system is based on stickers, which reinforce “the fun and surprising tone of the brand and consolidate its identity,” says Folch. While stickers were chosen to generate a visual language to unify the brand, they also provide each Eat My Socks product with an individual personality via messaging, colours, and shapes.

To create a sub-brand that could stand on its own, Folch had to produce a design that was “sufficiently differentiated” from Doiy, but that “still had the enjoyable and friendly character that all its products have”. A flexible and “unlimited colour palette” was used, predominantly focusing on bold and bright tones to further emphasise Eat My Socks’ “young and playful” outlook.

Folch explains that one of the project’s main challenges came out of creating a system of stickers and packaging that was versatile enough to adapt to different products. “A challenge that ended up being solved as an opportunity to highlight different features,” says Folch; each theme now offers audiences more information about a product in the collection, which range from the Supreme Salami socks to the Classic BLT.