Darn Tough

In Darn Tough’s 20 year history, they’ve amassed an incredibly loyal fanbase, but lack brand awareness. So for their first ever brand campaign, we doubled down on their name and built the strategy around their lifetime warranty—something competitors can’t compete with. “Darn It” draws inspiration from wild ‘sock’ stories in their warranty department to show an unpolished portrait of the outdoors, while reinforcing product quality and brand love. The campaign highlights Darn Tough’s humor to stand out in a market dominated by overly serious, homogeneous brands. It took a surprising turn when founder Ric Cabot, inspired by the campaign, removed all fine print from the warranty and changed actual business policy.

• Branding
• Brand Identity
• Brand Framework
• Positioning
• Campaign