Skip to main content

The Sak

Reinventing a storied brand with new relevance
The Sak

Industry

  • Footwear & Apparel

What We Did

  • Brand Strategy
  • Visual Identity
  • Brand Architecture

Reinventing a storied brand by giving its foundation a new relevance.

The pandemic gave The Sak team a unique opportunity: to find clarity, reclaim creative control, and pivot to DTC to reach the next generation.

The Sak was founded in 1989, after its co-founders took a transformational trip to Bali. Inspired by the Balinese respect for craft, connection to nature, and casual style, they saw significant success as they became known for their iconic wild rattan and crochet bags.

National retailers came knocking, and a push for scale diluted the brand’s creative focus. Meanwhile, there was a new generation of consumers to reach—one that doesn’t look to department stores to discover new brands.

Fashionable woman standing by the ocean, wearing a beige short-sleeved button-up shirt and a ribbed knit skirt, holding a stylish blue leather handbag with braided handles and a tassel accent.
Boho-style woven and leather handbag hangs on a weathered driftwood branch against a serene ocean backdrop.

We focused The Sak on a new, unifying idea: texture—re-committing the brand to handcraft, and lending focus to the product assortment, storytelling, and ESG efforts.

We created core guidance for all aspects of the brand expression, from tone of voice, messaging, and content to product design, assortment architecture, and packaging.

And to signal this new era, we introduced a new visual identity and partnered with creative studio Hugo & Marie + photographer Nick Riley Bentham on a launch campaign.

Two elegant business cards for 'The Sak' displayed on a warm, textured surface. One card features a subtle embossed logo, while the other includes contact details for Aaron Duncan, Chief Marketing Officer.
A collection of branded materials for The Sak displayed on a textured burnt-orange surface. Items include a kraft paper folder with a bold white abstract design, a dark green envelope, a black card with a similar white abstract pattern, a beige embossed business card, and an image of a woven handbag hanging from a tree branch. The materials emphasize a natural, sophisticated aesthetic.
A branded card for The Sak featuring a bold black abstract logo and text, placed on a woven rattan surface. Beneath the card, a partially visible photograph of a woman in a beige sweater adds depth and texture to the composition. The design emphasizes natural materials and an artisanal aesthetic.
Knitted shoulder bag sways gently from a tree branch against a clear blue sky, with soft fabric billowing in the background.
A deep purple crocheted hobo bag from The Sak gently sways against a textured rock backdrop on a pebble-covered beach, illuminated by soft, shifting light.
A smartphone displaying The Sak's Spring New Arrivals campaign, featuring a woman in a red outfit holding a woven bag by the beach. The ad includes a "Shop Now" button, set against a warm, earthy-toned design, resting on a textured stone surface with soft shadows.

Results

The new campaign launched late September 2021 and we look forward to seeing how The Sak continues its evolution.
A set of three social media posts from The Sak, each featuring a nature-inspired texture—layered sand patterns, ocean waves, and lush green grass—representing earthy elements in a cohesive visual identity.
Two brown kraft paper folders featuring The Sak's signature white looping logo, placed side by side on a warm orange fabric background, creating a cohesive and natural brand aesthetic.

Related Projects

Exterior of the National Gallery of Art with colorful banners hanging between its columns. Bold white text over the image reads, 'Come see what the art has to say.'

National Gallery of Art

A role that made a timeless institution essential

  • Audience Definition
  • Brand Strategy
  • Brand Narrative
  • Experience Strategy

Stride

Becoming the advocate independent workers deserve

  • Audience Defintion
  • Brand Strategy
  • Go-To-Market Strategy
  • Visual Identity
  • Website Design