Redesign Dodo

Agency: Gram Family Brand Leader: Oleksandr Topolnytskyi Art Director: Anna Virstyuk Senior Designer: Nazar Yaremchuk Graphic Designer: Valeriia Mezhova Project Manager: Yuliana Kovalyuk, Sofia Neborak

Background: Dodo Socks is a well-known Ukrainian brand that grew from bold everyday socks into a symbol of self-expression, humour, and optimism. As the brand expanded into new categories, its identity no longer reflected its scale or spirit. The system became fragmented, outdated, and too strongly associated with being “just a sock brand.” Our challenge was to evolve Dodo into a modern lifestyle brand without losing the emotional connection people already loved. Idea: People buy Dodo not only for socks. They buy mood, personality, and the feeling that even an ordinary day can become brighter. This insight became the foundation of the new brand platform: Every day is an adventure! We reimagined Dodo as a companion for everyday life through a redesigned mascot, expressive typography, and a flexible identity system built around movement, spontaneity, and joy. Result: Dodo transformed from a product-focused company into a contemporary Ukrainian lifestyle brand. The new identity unified multiple product categories, strengthened brand recognition, and reinforced Dodo’s position as a beloved independent brand.