In 2019 I was tasked with creating a brand collaboration logo to celebrate the joining of forces between CHUP socks and Okayama Denim. The color scheme and theme of the collaboration were developed to highlight the marriage of ocean & land, under the lens of a classic Fair Isle (a traditional knitwear design from Scotland) design motif. Hues of beige represent sand (or land), while the lighter blue hues represent the element of water. The earthy orange tones further push the land agenda of the motif, while we were steadfast in the use of Red within the color scheme as a nod to both the Hinomaru (rising sun) in the Japanese flag, as well as half the color scheme of the Okayama Denim logo.
Above we can see the concept journey from sketch to final image. As the pedigree of CHUP socks lies in saluting native cultures & themes from around the world, we wanted to implement the use of a Native American feather and beads in the collaborative logo. With the the Red, Blue & White from our logo respectively represented on the beads that spell out the "Okayama Denim Collaboration", the CHUP logo is left unchanged and takes center stage within the design.
We developed a couple of ideas and decided the first graphic with the beds was the best path. We may revisit this direction for a future collaboration in the future.
The final outcome of the process gives us the heavyweight Seafarer sock, which features a hand linked toe box finished off with a unique circular knitting machine.