Wigwam Mills Rebranding

A total recasting of a classic, 110-year-old American brand. In 2008, my team at MSLK helped Wigwam undergo the most extensive brand repositioning in the company’s history. Armed with extensive research, we restructured the brand architecture, bringing two sub-brands back under the Wigwam name. In 2012, we helped recapture market share from competitors and tap into the fundamental passion and motivation driving Wigwam’s core audience. The radical new design recast the brand as “The Performance Sock Company” — a point of difference evident in every pair of socks they manufacture.