Branding agency Svoe Mnenie assisted Art of Socks, a Russian sock shop, with packaging for its new line of futuristic foot apparel. Containing a special antibacterial silver yarn that resists odor, Argentum claims to prevent foot odor, even in times of high sports activity, heat or long wear.
Wanting to appeal to Art of Socks' unconventional customer base, Svoe Mnenie produced creative packaging details that encourage interaction with consumers.
"Svoe Mnenie chose the design concept of the periodic table and the corresponding brand name – Ag which is an abbreviation from Argentum (silver). The packaging design is a stylish version of the chemical element. We also made a cut-out [to create a] nose in the letter "A." The concept is built on the contradiction: it looks scientific but communicates a silly idea to smell the socks that have no smell."
The cut-out packaging encourages consumers to interact with the product and the bright multicolored gradient feels fun and artistic with a little rock n' roll vibe, since the design recalls imagery from Pink Floyd's Dark Side of the Moon album.
Agency: Svoe Mnenie
Creative Director: Andrey Kugaevskikh
Art Director: Masha Solyankina