QEJA Socks
Building a brand
Commissioned by QEJA Socks, a small family business, to bring their products, brand and vision to life. My work for QEJA encompasses anything to do with its image, from product technicalities to brand identity.
I started with the basic premise of what QEJA desired in their product: to create socks that were both performance-minded and suitable for casual wear. As a premium product, they are ethically produced in the EU and the materials are majority organic and recycled. From this framework, I've helped QEJA to gain Climate Neutral Certification and establish themselves as a disrupter in both athletic and fashion spaces.
IDENTITY CREATION
"Sporty, sophisticated and playful" is the ethos I felt suited the brand. It doesn't take itself so seriously and doesn't shy away from bold colours, but stills retains a sense of athleticism and elegance. Because of this, I was naturally drawn to vintage cycling: the colour-ways, typographies and classic sportiness. Since QEJA socks originated as cycling socks that double as casual socks, it made sense to reference the sport's heritage in the product. Though I sought to convey a casualness in much of the brand's imagery, its athletic qualities also shine through, among many reminders of its cycling roots.
Video: Aneta Baldovici
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