Dive Brief:

• Happy Socks on Tuesday unveiled a rebrand and simultaneously launched its Fall Winter 2023 collection, according to information the company sent Retail Dive. 
• The brand refresh includes a new brand pattern, logo and coinciding icon, a website redesign, updated product branding, two custom typefaces and new core brand colors.
• The effort also includes a redesign of a retail flagship store in New York City and new product labels that use paper hooks and less plastic, according to the announcement. 

Dive Insight:

Happy Socks’ in-house creative agency, The Happy Agency, collaborated with Yorgo Tloupas from Paris-based Yorgo & Co to craft the brand refresh and campaign. 

“Refreshing our look and logo is yet another way of doing what we do best — standing out,” Laura Frisk, chief marketing officer of Happy Socks, said in a statement. “With our new visual identity, we are taking another bold step in our quest to spread happiness and color to every corner of the world.” 

The company also released its first brand campaign, dubbed Happiness Everywhere, which tapped 18 photographers from around the world to take a photo with feet in the air. The campaign launched Tuesday and will release content throughout the month. 

Besides Happy Socks, 2023 has been full of DTC rebrands. Keds debuted its brand refresh in April with a new logo and revamped sneaker collection. The move followed its acquisition by Designer Brands, the parent company of discount shoe retailer DSW. 

The following month, Peloton introduced its new brand identity, along with new tiered content memberships and a new content feature, Peloton Gym. In its Q3 earnings, the company reported a 5% year-over-year bump in fitness subscriptions and a 47% year-over-year spike in gross profit. It also noted that nearly two-thirds (62%) of their subscribers participated in non-cycling-related workouts such as yoga, strength training and meditation in the third quarter. 

In June, wellness company Apothékary unveiled its brand refresh, which included an updated logo, website, typeface, design, interactive online features and sustainable packaging. The company is also offering refills for its products and resizing its jars to make them more sustainable. 

Additionally, Victoria’s Secret & Co. is preparing for a relaunch of its Pink brand, which “required a complete overhaul,” according to CEO Martin Waters. New merchandise for the brand will drop at the end of Q2.