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In branding, we believe the early planning phase is the most critical, so we place strong emphasis on in-depth interviews and strategic exploration. During interviews, we begin with fundamental questions—why the client started a sock concept store, what draws them to socks—and extend to understanding their personality, values, tastes, and interests. We revisit the interview content repeatedly, gathering and analyzing objective references to assess SOCKSTAZ’s current position and define clear goals for future growth. As always, the visual direction comes afterward.

SOCKSTAZ had already built a strong narrative over more than a decade, supported by a loyal customer base and the pride of being Korea’s first sock concept store. Its greatest strength lay in offering a curated selection of high-quality socks from around the world, selected by trusted experts and experienced in one place. Building on this strength, we repositioned the brand beyond a sock concept store toward a broader lifestyle concept store, and refined its verbal branding, including persona and brand story, to align with this direction.








SOCKSTAZ does not define its audience by gender or age. Instead, it speaks to those who have once picked up a beautiful pine cone and brought it home, those who have paused to gaze at the sky, moved by its quiet beauty, and those who welcome the changing seasons with warmth rather than restlessness. It simply asks, in a gentle way, what materials and textures they are drawn to. This brand exists for people who understand what makes them happy, who gather small pieces of joy in their everyday lives not to show off to others, but to nurture their own quiet sense of fulfillment.


Inspired by the hand-shaped quality of the humanist sans logotype, we began by asking whether the symbol, too, could be built from a carved, non-vector form. With this in mind, we carved the symbol directly into rubber for printmaking. While the final form and proportions were later refined using digital tools, this process became a key source of insight when shaping the initial symbol. Before creating any visual identity, we prefer to explore through drawing and hands-on experimentation, then translate the outcome into vector form. On the final night of a research trip to Kyoto, the SOCKSTAZ logo was born.