vacation collection
A personal project turned brand — bold socks, bright stories, and a visual identity crafted from scratch.
client
role
time line
focus
The challenge
Build a brand from the ground up — one that could stand out in a saturated market and bring a playful, colorful perspective to everyday essentials.
the idea
Underful was created to be more than socks — it was about expressing personality through color, pattern, and storytelling. The identity had to be bold, fun, and instantly recognizable.
Light up an industry by lighting up the room.
bts
As co-founder and creative lead, I designed everything from the brand’s visual language to the sock patterns themselves. I directed our first photoshoots and worked side by side with my partner to shape each collection — blending design instinct with product thinking.
why it worked
The brand gained traction with influencers and stood out visually on social media feeds. It also marked a turning point in my career — where branding, product design, and creative direction all came together.
