Sookk: Logo Design & Brand Identity

Sookk is a fashion accessories company that sells modern socks made with affordable materials. The client came to me needing a logo and a complete brand identity.

Research: I started by studying the brand and looking at what its competitors were doing. My goal was to create something completely different, so Sookk would stand out in a crowded market.

Target audience: Sookk targets budget-conscious shoppers, mostly younger, style-aware consumers such as students and early-career professionals. They want their outfits to look considered without paying premium prices. They value affordability, but they still care about aesthetics. They want to feel they got something stylish, not something cheap.

Moodboard and logo exploration: With this in mind, I created a moodboard that matched the client's needs, and this is where my logo exploration began. I went for a design that is modern, clean, and easy to identify, with colors that appeal to the target audience.

Variations and mockups: Once the logo was approved, I created variations for use across different areas of the brand. I made mockups for sock labels, packaging boxes, the store sign, and other touchpoints. This step shows the client how the brand will look in real-life scenarios.

THat a pretty good design concept ✨

Hearth & Hollow is a personal concept for a small, invitation only family retreat in the English countryside.

The goal was a tri fold brochure that feels warm, quiet and premium. I kept every panel to a single idea, with generous space, one elegant serif voice and soft ivory, sage and blush tones. Natural, unposed photography carries the mood, so the words can stay few.

Restraint over decoration, so each page can breathe.

Which panel would you open first, the sage or the blush? I'd love to hear what draws your eye.

I'd open on the sage. It sets the calm baseline, and the blush feels like a better closing note once the reader has settled in. Is the ivory stock uncoated? That texture would carry a lot of the quiet in print.