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P.01 – Socks’ brand .01- Case Study

So, I set myself up for a challenge: develop case studies around my own fields of action, to document the process and the final product.

My first challenge is to…

… create a HYPOTHETICAL brand of socks.

My first challenge is to create a HYPOTHETICAL LAND brand of socks, with all it comprises, such as the definition of the Design Problem, naming and reasoning behind it, what’s the brand’s target market and international market, jumping into what the brand stands for, its positioning and segmentation, how the brand consubstantiates into a product, how it is communicated and so on.

It is a full-length project, so I decided to cut it into several posts. In the end of the project, I will sum up everything into a smaller entry on Case Studies. If you find interest on this, jump in and give me your feedback during the process.

Design Problem

Need/Design Problem: Considering a hypothetical conventional Portuguese sock company, and the need to innovate to increase internal and external market orders and sales.

Opportunity: innovative Portuguese knitted socks brand with a young approachable personality

The opportunity here is seen as it is due to the company existing structures to operate, hence the investment to build this new brand might be residual or, at least, not a bulk investment. So, we might face an incremental innovation process in the company, in a product innovation scope.

Naming and reasoning

The idea started of from an obvious semantic similarity in a Portuguese word. Meia, which both means “sock” and “half”, in the female form of something.

Differently from the Brazilian Portuguese, in which “meia” is both “sock” and “half of a dozen”, equal 6, if said isolated from another context, in Portugal, it usually means half of something. In both countries, it can be used in a number of applications, mathematically speaking, in both female and male forms, according to the noun gender: meia centena, meia dezena, meio século, meio ano, meia dúzia, etc.

The reasoning occurred around the fraction ½ (meia) but it took me longer to get to a compound form of the brand name, due to its generic name – “meia means sock everywhere. I tried to connect “meia” with different words that could rhyme with the initial word, but I finally got to the combination with a Portuguese saying that goes as por tuta e meia”, meaning something that is very inexpensive and easily acquired.

Target Market

I wanted to bring this saying into the brandscape, without bringing depreciative meanings to the brand naming. This saying is not used by the younger generation, but, poetically, it resonates with the now adult generation that have had children, and graphically, would imply the use of a mathematical fraction, while it could be said in both fraction and long form (1/2 or meia), that would call the attention to both the kids in primary school and to children, in general, both with a word rhyme and a graphic element that would appeal to their imaginaries.

This would cover two of my main targets – adults and children, with an equally effective graphic communication. To those teenagers to whom the words don’t resonate in meaning, the intention was to direct a product segment that could fulfil their needs in the market sector, without pulling them away from the brand.

Coming up: The Brand

Why am I doing this?

I am someone who loves a motivational challenge, and while I love to tackle other people’s challenges, I wanted to come up with a different set of rules for a challenge of my own in my fields of professional action, so I can learn with the process too. To check my professional scope areas, check ABOUT.
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