A self-directed brand identity concept for a fictional sock company, exploring bold type, loud color, and playful energy.
Funkful is a fictional sock brand I created as a self-directed design exercise. The concept lives at the intersection of comfort and self-expression, and the challenge was to build a brand identity that felt genuinely credible and commercially viable, not just a student concept.
Funkful had a clear personality from the start. Most of the work was just making sure the brand system matched it.
The logo centers around a strong wordmark with character baked in, the kind of type treatment that reads instantly and sticks in memory. I extended it into a visual system that works across in-store signage, packaging (the shoebox), and product shots, giving the brand a consistent look across every touchpoint.
From the sock photography to the retail store sign, every piece carries the same energy. This project was a valuable exercise in thinking beyond just the logo and considering how a brand identity has to hold up across a full product ecosystem.
