Sabotage PKG creates Hugo Boss sock packaging

Fit Plus Liner is conceived as a fashion rather than a sports accessory and the packaging design is aimed at showing the consumer the sock is engineered to stay fitted to the foot rather than slip into the shoe.

Sabotage director Alex Theodorou told Packaging News research had shown consumers did not immediately grasp how the sock was designed to fit to the foot. “It’s also quite striking on shelf as it’s so different, but still attractive to the eye,” he said.

The carton packs are designed to fit within the range and feature a tear strip to give the idea of freshness and revelation of a new product. “The consumer feels it’s a product being used for the first time rather than one that has collected dust,” said Theodorou.

The point-of-sale stand was designed to help the brand stand out in the store and give retailers the space to replenish stocks easily.

The socks form part of the Hugo Boss spring/summer collection and are available from the brand’s own shops and Selfridges.

London-based Sabotage is a structural packaging and graphic design agency specialising in the FMCG and luxury goods sectors.

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