MENG ZHANG

Brand Re-Design

Brand Redesign · Italian Fashion · Creative Direction

IN THE BOX

Redefining Italian fashion with bold, expressive essentials that turn everyday socks into style statements.

Roles &
Responsibilities

Graphic Design
Branding

Project Context

Jun - Aug 2019

Tools Used

Photoshop
Illustration
Indesign

Product Introduction

It is a revolution of fashion that launched In the box in 2011, the brand of socks and apparel collections made in Milan founded by Mario Pastorini and Carla Bottoni, partners in crime also in private life and both with a consolidated background in the sector of fashion.

In the box is a container of constantly evolving creativity that changes size depending on what it contains. Today they are collections of socks and clothing, tomorrow a new project that comes out of a box to create an ever new one.

No longer an undergarment, no longer an accessory, with In the box socks become the protagonists of Italian style in the male and female wardrobe: the starting point for defining your own look.

In 2019, we conducted a series of brand redesigns based on the earliest brand image.

https://www.intheboxshop.it/

Product Introduction

ALTERNATIVE

RESEARCHED

UNIQUE

EXCENTRIC

LOOKED

VINTAGE

Problems

INNOVATIVE AND CONTEMPORARY

COMFORTABLE SOCKS PERFECT FOR ALL KINDS OF OUTFITS

IN LINE WITH THE LATEST TRENDS

ATTENTION TO DETAIL AND ECCENTRIC PATTERNS

SWOT Analyze

Innovative products
Refinement
Attractive packaging
Made in Italy quality
Manufacturing Excellence

Logo unrecognizable and not traceable to what they produce
Lack of visualization of their values
Low engagement
Limited distribution to ltaly
Products that cater to a narrow target audience

Collaborations with influencers
Temporary shop opening
Growth on social
Expansion of target audience
Expansion into foreign countries
Brand Extension

High competitiveness
Changing tastes of consumers
Arrival of foreign marketsin ltaly
Lack of stores official

OBJECTIVES AND ANALYSIS
SOCIAL

1. Increase BRAND PERCEPTION on Facebook and Instagram.
2. Increase FAN BASE
3. Increase ONLINE SALES

@intheboxshop.it
5.517 like
Molto attivi - basso engagement

@soxintheboxshop
13.074 follower - 605 post
Molto attivi - basso engagement

@Soxinthebox
28 follower Profilo inutilizzato

ANALYSIS OF THE MAIN
COMPETITOR

PROPOSALS RELATED TO THE
DRAFT0

New LOGO creation
BRAND IDENTITY revision

Design
PACKAGING

Design
TEMPORARY STORE

Development
APPLICATION

“You never have the second chance to make a good first impression”

The Internet has created new ways in which customers can form an opinion-even before they physically have the product.

WHY PEOPLE WATCH
UNBOXING VIDEO

CHECK
THE OFFER WITHOUT SPENDING
COMPARE
THE PRODUCTS BEFORE DECIDING
LISTEN
OPINIONS AND ADVICE
LIVE
AN EXPERIENCE

UNBOXING
PRODUCT SECTORS

PRINCIPALS CHANNELS ITALY

GBR- GIRLS FOR CHILDREN AND BOYS.
648,150 subscribe

ANDREAG ALEAZZI
630,230 subscribe

IL SIGNOR FRANZ
144. 553 subscribers

Design Overview

Reflection

In redesigning IN THE BOX brand, we focused on the transformation of graphic packaging, marketing campaigns, and the brand identity itself. Our reflection on this process underscores the critical role that visual appeal plays in customer engagement.
We opted for a packaging redesign that reflects both the quality and the playful spirit of our socks. Use the unboxing concept to create a designer packaging design
Our marketing campaigns were revitalized to tell a story that aligns with our reimagined brand voice—fun, energetic, and a little quirky.
Ultimately, the brand reshaping was not just about aesthetics; it was about creating a cohesive and compelling narrative that customers could identify with. Through this redesign, we've learned that every visual element is an opportunity to reinforce our brand's essence and deepen our relationship with our audience.

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