If socks are dressing the feet and shoes are completing the process MOUSEGRAPHICS took a mental step ahead: to dress the socks in shoes thus creating a playful visual for the most common decision each consumer has to make every day.
BIC is a well known company with a strong brand. The brief was to refresh its image through packaging and also unify several products under one smart idea with functional variations. Each sock packaging is the image of a type of shoe (women’s, sports, men’s, casual) paired with the appropriate sock. BIC products are differentiated but a larger, and easier to “read” category (shoes) is now providing the unifying principle.