Thorlo —Full rebrand for heritage American sock brand Thorlo, including strategy, logomark, design system, art direction, and packaging.

Thorlo, the brainchild of a small family mill in Statesville, North Carolina, has always believed in engineering socks for the way you move, but 40+ years on, their legacy of ergonomic innovation was lost in the rush of the latest, new-to-market brands. Alongside High Tide, we set out to reinvigorate the American sock brand and cement its rightful place as an icon today and for generations to come.
Early in the project, our team traveled to Thorlo's Mill in Statesville to help inform our strategy and design. We explored years of archival history, brand evolution, and moving stories, discovering that Thorlo's dedication to ergonomic engineering and design had changed lives—supporting movers of every kind, from sports professionals to everyday athletes. Our visit also inspired the notion that Thorlo was an engineering company that happens to make socks—an idea that became the cornerstone of our strategy and rebranding effort.
 
 
Thorlo's leap into the future began with their wordmark, which had seen many iterations. We designed a resolute and ownable mark inspired by Thorlo's origins while embodying the brand's strength. The weighting has been carefully crafted to feel balanced at every scale and be the unshakable confidence in a dynamic brand.
The wordmark became the foundation of an invigorated world for Thorlo—one full of bold color and a functional design system that clarifies and inspires every kind of mover. Supported by dynamic photography that's always in motion and archival imagery as a nod to their history, Thorlo's new look takes on an unmistakable identity in the otherwise mundane sock category.
Design directed alongside High Tide creative director Danny Miller and designer Kellen Renstrom. Photography by Ethan Gulley, copywriting by Gus Esselstyn, and strategy by Anna Hughes.