Lucky Socks is an Irish sock company that needed branding as well as a product to sell. I designed Lucky Socks to be a brand with lots of personality, energy and of course, luck! The identity is a visual representation of all of these things and uses different quirks in the letterforms to communicate how Lucky Socks can help you express your individuality or add a pop of colour and randomness into your day. When you wear Lucky Socks you can't help but have a great day — they are lucky after all. Lucky Socks help you stand out in a world of bland hosiery and make you and your toes smile the minute you put them on. The illustrations for the socks were aimed at an Irish audience, capturing local ideas and phrases that are playful and nostalgic.