Concept + design
Under direction from
Fred l’Ami, Icebreaker
In mid-2010, Icebreaker made plans to expand its existing sock range by adding a children’s line. The packaging strategy involved creating graphics that were readily identifiable as kids’, but were not too babyish to appeal to pre-teens. Cheeky collages with yetis, stink bugs, and peeing dogs did the trick! Additional strategic emphasis was placed on reducing the amount of waste created by the discarded sock packaging.
An innovative privacy door hanger met this goal while fitting the packaging structure perfectly, and was a hit with kids of all ages, as well as with adults.