Snag Tights
From pitch deck to cultural movement. Building an inclusive brand from scratch.
Your branding for Snag is incredible. We get compliments on it all the time. It's absolutely perfect for the brand.
— Brie Read, Founder, Snag TightsListen: a discussion about our collaboration →
The Challenge
Snag launched with a clear product insight: 90% of women cannot find tights that fit. But there was no visual identity. The founder had data and conviction, but needed a brand that could communicate inclusivity without the visual clichés that dominate the category.
The Diagnosis
Most inclusive brands overcorrect into performative messaging. We identified the real need: a brand identity that felt optimistic and practical, not preachy. The visual system needed to work across product packaging, e-commerce, and social without repetitive explanation.
The Prescription
We built a flexible color system that could represent the full size range without hierarchy. The logo was designed for legibility at small scale (packaging labels) while carrying enough personality to anchor social content. Typography and illustration style were chosen for warmth, not polish.
Execution
We moved from post-funding brief to launch-ready guidelines in four weeks. The identity resonated immediately, anchoring a community that grew to millions. The system scaled cleanly, supporting seven years of product expansion and packaging redesigns without a major overhaul of the core brand.
Brand Guidelines
Produced immediately after seed funding, these guidelines established the foundation of the brand. The identity evolved over time, but the core system has remained intact.
- Brand identity launched one month from first brief
- Visual system scaled across packaging, e-commerce, and social
- No major identity revisions over more than seven years of use