July 25, 2019


This new socks brand has a nineteenth-century aesthetic, like the classic white sports socks with two colour stripes. To reinforce the retro character of the brand we created a naming that makes a direct allusion to this factor: Nineties, using the anglicism without translation into Spanish.

We made a range of different illustrations with this characteristic style that could remind us of the 7Up’s Fido Dido character of that time. We used bright colours and flat style illustrations of people practicing different sports, and used both for the packaging of socks where they are sold individually and for the 6-pack boxes.

For the logotype we used a monospace typography, which reminds us in some way of the fonts used in the first computers but updated, and accompanied by another type of calligraphic typography with some kind of retro look too. In order to make contrast, the tagline is written on a sans serif typography. Undulation effects were applied to it to get more dynamism and modernity.

Designer : Botanico Estudio

Locality : Logrono – La Rioja, Spain

Project : Nineties Sport Socks