Wigwam Mills wanted to revitalize their brand to focus on their performance socks. MSLK conducted a three-phase research process including analyzing competitors and input from stakeholders. This led them to recommend eliminating sub-brands and creating a "Pro" line within Wigwam to strengthen the brand. MSLK then designed new packaging that was visually unified but allowed different product types to stand out in stores. The rebranding increased sales by 17% and was well-received by retailers and consumers.

3. AFTER
REBRANDING — RESEARCH AND STRATEGY
Wigwam Mills Inc.
The Objective
Wigwam Mills wanted a new look to secure their future as a per-
formance-based sock company that uses advanced fibers. Over
the years they had introduced technologically advanced socks
under the sub-brands Ultimax and INgenius, which watered
down their in-store brand recognition. MSLK needed to plan
and execute an extensive research process in order to develop
a successful rebranding strategy for the new packaging.
The Results
A three-phase research process was organized: 1) brand and
packaging analysis 2) input from stakeholders 3) competi-
tor research including “best practices” from outside the sock
market. Careful analysis of competitors led to a crucial insight:
the product’s in-store presence was essential to consumers’
perception of the brand. MSLK recommended reorganizing the
line based on how stores actually displayed the products in the
retail environment. In order to strengthen the brand and its
in-store presence, MSLK proposed eliminating sub-brands and
creating a “Pro” level of socks within the Wigwam line.
WWW.MSLK.COM

4. REBRANDING — PACKAGING DESIGN
Wigwam Mills, Inc.
The Objective
Based on the insights gained in an extensive research
process, MSLK needed to create a packaging system that unified
the brand, but allowed the products to compete in five distinct
merchandising departments (Outdoor, Sport, Snowsport,
Health, At Work) against a wide range of brands — from the
cute and funky Smartwool to techno-sleek Nike.
The Results
MSLK created a bold color system by category to stand out against
competitors, yet visually unifying the Wigwam family as a whole. The
package design allows consumers to distinguish the Wigwam brand
from 20 feet away, the sock category at 10 feet, the product name
at 5 feet, and the individual sock features up-close. Silver foil was
added to the “Pro“ level socks, distinguishing these higher-quality,
higher-priced products. Native American patterns and illustrations
convey the brand’s heritage of 103 years of production in Sheboygan,
Wisconsin.
This redesign is the most important rebranding effort in Wigwam’s
history. Sales have been up 17% and the new line has been well
received by sales reps, retailers, and consumers alike.
WWW.MSLK.COM

11. BRAND IDENTITY
Maly’s
The Objective
Maly’s, a West Coast haircare distributor, came to MSLK to
rebrand their company and establish an emotional connection
to hair stylists. They had found that stylists were connecting
to the brands they buy, but rarely demonstrating loyalty to a
distributor. We needed to show stylists that a distributor could be
a source of inspiration, a resource for education and networking
beyond just the products they carry. Our goal was to redefine the
stylist distributor relationship into something more meaningful.
The Results
MSLK worked with Maly’s to create a new platform for all
communications and initiatives. We distilled this relationship
into the tagline “Connecting the Salon Community.” A logo was
created that embodied this message and incorporated the Maly’s
name. The mark itself is an interconnected seal of four lobes,
representing the relationship between Maly’s, manufacturers,
sales representatives and stylists. The idea transformed Maly’s
image from strictly a distributor into an organization for
stylists. Our hope was that stylists would feel that the symbol
represented them and their feelings about the salon community.
WWW.MSLK.COM