McCubbin

Industry: Manufacturing

Services: Brand Positioning, Logo Design, Brand Story, Photography Asset Creation, Collateral including Stationery and Image Brochure

 

Telling a 50 Year Old Story for the First Time

McCubbin Hosiery, a third generation family owned company, has a rich history of introducing creativity, innovation and new technology to the hosiery industry.

McCubbin primarily manufactures superior hosiery for women and children, and soft soled slippers for children. They supply both top name brands and private label programs. Strong brands like Stride Rite, Keds, Absorba and New Baby trust McCubbin to maintain quality and creativity in design and product development. These companies rely on McCubbin’s outstanding sourcing capabilities, trademark innovation and respected reputation.

An important presentation for a large licensing deal prompted the need for a strong brand and updated presentation materials.

The client’s objectives:

  • Reinforce and grow client base

  • Communicate dominance in current market

  • Develop brand awareness in new markets

Logo

The McCubbin brand identity visually represents a thread becoming the McCubbin “M.” The three lines used to create one letterform represent three generations of family ownership guiding one company, as well as a thread becoming a hosiery product. The vertical lines in the mark are reminiscent of the vertical striations found in a sock. The mark is whimsical, and conveys the innovation and creativity McCubbin brings to the trade while still using a traditional letterform mark to represent the company.

Making a Lasting Impression

Reinventing their brand has been very successful for McCubbin. Along with their new print collateral, they have closed large licensing deals and garnered attention from some of the most well-known brands in the country. Whose socks will they be weaving next?

“The rebrand was the catalyst that kicked it off. When we started the rebrand in 2008, we were doing around $15 to $18 million in volume. When we sold our business just seven years later in 2015, we were doing $70 million. We stayed on to run the business for six more years, and when we got out we were doing about $120 million. 
 
So, it was a big jump for socks! You know, there’s some slippers thrown in, a little footwear with Robeez, and stuff like that. But that was a big jump! After the rebrand we started acquiring more brands. We got the Pendleton brand and the Yummy brand, which we put into Costco. And we licensed Robeez, and then we ended up buying it.”

– David McCubbin, McCubbin Hosiery

Photo Asset Creation

Products, raw materials and embellishment details were photographed in addition to the sock illustrations to maximize the value for the client. This provided a variety of assets for use in branded materials, environmental signage, website and marketing. 

$100 million

increased revenue

sold the business

aquisition

Results

  • attracted and licensed a portfolio of major brands
  • increased revenue 50 million in 7 years
  • sold the business and grew to 120 million over the next 4 years
  • Best of Collateral Award at the ADDY® Awards
  • Gold ADDY® Award
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