Swedish design agency Snask has created an irreverent and playful identity for Norwegian eyewear company Kaibosh. The project is comprehensive encompassing a new brand identity, store fit out and a campaign for the launch. Snask developed a custom typeface and a series of bold icons and logos that appear as recurring motifs.
“They felt that they had become too boring as opposed to what they should be, a trendy and bold eyewear brand,” says Snask. “They felt their identity was too clean and they wanted to be more expressive and outgoing.”
The project began with an exploration of the brand’s existing platforms and tone of voice that had hitherto been focussed on by Kaibosh. “The brand and tonality was translated into visual form and matched with a custom-made display typeface, named Sentrum, made to suit the in-store signage. We added two eyelashes as a symbol to distinguish the identity and to use as graphic elements for many different scenarios,” say the designers. “We created the entire flagship store with shelving systems, signage, colours, murals, etc. The project ranged from a typeface and still life photos to campaigns, fashion photography, notebooks and towels.”