SOUTH SOLE
A sock brand founded by a podiatrist, created to address real comfort and foot health needs. The brand evolved from a bold and colourful visual universe into a more refined and long-lasting identity, repositioning it within a lifestyle context while preserving its functional expertise.
MISSION
Translate podiatric expertise into an accessible lifestyle brand, while evolving the visual identity to give more space to the product and build a system able to grow and remain relevant over time.
SOLUTION
Develop an initial strong visual identity, then guide its evolution toward a cleaner and more restrained graphic language. This shift helped clarify the brand experience, better highlight the products and create a balanced identity combining medical expertise, comfort and aesthetics, while remaining flexible across products, packaging and communication.