Sobeek is a 100% woolen, knitted kidswear brand. Started by Zoja, a mother from the town of Saint Anton, the brand’s product lines make a rural, nordic and modern impression. Has someone seen Sobeek? He was here a while ago and now he isn’t! Using headlines and rhymes, we created a fictional character that engages the customer. When designing the logo, we tried to avoid depicting a reindeer, as the word “sobeek” is a misspelled word for reindeer in Slovak. We didn’t want to ruin the fun, so we went for a minimalist, yet prominent solution that is easy to apply on textile labels. Key features of the visual identity include thick typography, as well as Sobeek’s tracks in the snow.