Renfro Brands
A Bruce Mau Design project
A Bruce Mau Design project
Over the course of a century, Renfro has grown to become an industry leader in designing, manufacturing and marketing socks, now with over 5,000 employees worldwide and a portfolio of well-known brands. A headquarters relocation and other organizational moves meant it was a critical time to strengthen a brand that had until now been largely neglected. BMD was asked to do a full rebrand, starting by defining Renfro’s purpose and mission, followed by a comprehensive redesign of their visual identity.
Story Continues ︎︎︎
Story Continues ︎︎︎
![](https://freight.cargo.site/t/original/i/9ead9eb325a0ac3f69e45bbb5bf25b0edd1ab13ad7864176e12cb084cba12dc6/renfro_logo_greybackground.png)
![](https://freight.cargo.site/t/original/i/35a1faf3cafd9de7a4ece5d20f850638d7432c3d65a049d35f4bc4bff3c06754/pattern-01.png)
![](https://freight.cargo.site/t/original/i/6077a21484c4283f31f3807106cbffdfbe56f6a11420608cfb4a08ed59530b97/renfro_rebrand_1_0024.jpeg)
![](https://freight.cargo.site/t/original/i/d5e0db42916284f5905b539d27a944f00e38d8f7f3f93bcad5158dc6434c4950/rb_rmonogram_inverted_x.png)
![](https://freight.cargo.site/t/original/i/69b9d0db5e16430a95a245c2ed9e77f2cf384a5133c9ed7d187e9caa1faf3fed/rb_boxes.jpeg)
![](https://freight.cargo.site/t/original/i/6bf51a5cc900019aa491a84bbf1003153f1728d9b3abdf7269dfdd3f4976ab55/truck2.jpeg)
![](https://freight.cargo.site/t/original/i/0c0f6f0251dd2547bf6709dd5bd6c5dc744e5a5a47a2660b2d2f6fd57cdb55d9/socklabel_teal.jpeg)
The subtly woven wordmark minimizes to a monogram and maximizes to a dynamic pattern—with an ‘always-on’ animation inspired by industrial knitting machines.
A new set of visual tools help to modernize Renfro Brands’ internal and external communications—expressing an organization ready to take on the future.
![](https://freight.cargo.site/t/original/i/f6cd36682cf9e57d17b7c25cd6e5cf7464586370f6c7763a05397f96d4bebe72/renfro_annual_reports_grey.jpeg)
![](https://freight.cargo.site/t/original/i/5c560f3fa75d23f4698ca31924a8a25f8793227ce30b6da3c1a8cd29cf893949/buttons_blue.jpeg)
![](https://freight.cargo.site/t/original/i/987308df993dd57f4e70954525fb25b888aa396543deecf3181e9f0c97bc8b8e/annualreportspread.jpeg)
![](https://freight.cargo.site/t/original/i/00efb48c0f98132e0593a27851444d8a7e58e3c6dfa739fbcf2e9f122a74b6f4/renfro_rebrand_1_14393.jpeg)
![](https://freight.cargo.site/t/original/i/025b6103bde5c23a43d7b4ba34ac468fad08bafc139f728164e51ca06cea6ae2/signage.jpeg)
Agency: Bruce Mau Design
CCO: Laura Stein
Creative Direction: Jelle Maréchal
Design: Karol Dybalski, Julia Grzeskowiak
Strategy: Daphne Chan, Kar Yan Cheung
Account Management: Patricia Marcucci, Simon Fernandes