The Sak

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

Brand StrategyProduct PortfolioVisual Identity

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.


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.


The new campaign launched late September 2021 and we look forward to seeing how The Sak continues its evolution.