Despite sneakers’ history in the spotlight, Thorlo has always believed that foot protection belonged in the form of a sock. That’s why, for more than 40 years, they’ve engineered socks for the way people move. Yet, despite Thorlo being a true innovator in the space, consumers’ views on socks remained stagnant as they played second fiddle to the shoe. Looking to renew and refresh their purpose for today’s world, they partnered with creative studio High Tide for a rebrand designed to change how people think about their socks.

Founded in 1980, Thorlo (previously Thorlos) was the first in the world to innovate, manufacture and patent activity-specific socks. High Tide recognized this legacy and set its sights on reinvigorating the brand to cement its rightful place as an icon today and for generations to come. “The Thorlo team have continued to improve their sock technology over four decades, keeping their focus despite the market boom in sneaker design and material innovation,” explains High Tide Managing Partner James Allan. “From our very first conversation with them, it was obvious Thorlo wasn’t just another sock manufacturer; from long distance runners, professional tennis players, arthritis sufferers to the mailman, Thorlo took pride in its trailblazing history.”

To better understand that history, High Tide’s team traveled to Statesville, NC to visit the family Mill, which helped inform their strategy and design approach. “The stories we heard and the discovery process left us with the impression that Thorlo is actually an engineering company that happens to make socks,” says Allan. “Everything they do is in the name of movement and innovation. This steered the ship for the brand refresh.”

Beginning with the wordmark, High Tide returned to an earlier iteration of the brand’s name – from Thorlos to Thorlo – dropping the “s” in a nod to its original 80s roots. They then redesigned it to feel monumental, active, timeless, and unapologetically proud in order to sit comfortably and deservedly among the biggest names in sports and activewear. As the most immediate moment of impact, the wordmark had to be strong, bold and uniquely ownable to Thorlo.

The brand’s messaging was repositioned to stress innovation, performance and movement – each playing an integral part in building the brand’s voice and underscoring the idea that socks really do matter. Taglines like “Moving you since 1980” and “A decade of engineering for a lifetime of wear” balance Thorlo’s engineering prowess while celebrating, owning and inspiring movement of all kinds.

Photography was also key to the rebrand as a way to reinforce their history and an opportunity for users to see themselves in the Thorlo brand. High Tide created a bold and inspiring visual world for Thorlo to live in, ensuring that the photos of people engaging in various sports activities always had a sense of dynamic motion – bringing Thorlo to life as an innovator for movers of every kind. This is complemented by a series of heritage photos – with athletes, company workers and more – helping connect the dots between where Thorlo has been and where they are going. Archival imagery gives credence to Thorlo’s storied past as industry leaders in innovation and material expertise, communicating a trust, knowledge and passion that has stood the test of time and continues to push forward.

Also crucial was a restructuring of the Thorlo categorization system. With many products, technologies and even a sub-brand, Thorlo’s product portfolio was difficult to navigate on the surface. Refreshing the brand meant first going to great lengths to organize the brand and product architecture, at times discontinuing SKUs to make it easier for someone to find the product they are looking for. This is supported by an all new system with colors signifying Thorlo activities (Tennis, Running, etc.) acting as an energetic yet highly functional navigation tool that, alongside the brand’s primary hero blue, clarifies a crowded shelf. Believing that Thorlo’s next platform for commercial growth was in consumer clarity and way-finding rather than new sock technology, High Tide baked that commercial opportunity into their approach, keeping the system as simple, compelling and navigable as possible. They also carved out a defined role for Thorlo Experia as a branded product line, helping Thorlo maintain its own brand recognition while impactfully leveraging its energy and expertise.

Like their previous work with Airsign and Symbol, Thorlo’s new brand is a testament to High Tide’s ability to unearth a brand’s most enticing qualities and bring a sense of excitement to any sector. “We’re big believers that even ‘mundane’ products deserve bold, iconic brands,” says Allan. “From vacuums to furniture and now socks, we find that the categories least explored are the ones with the most opportunity and surprises. With Thorlo, we’ve helped convey why socks are a necessary part of every footwear system, on the same level as sneakers rather than in their shadow.”