Designed by Snask, Stockholm.
Norwegian eyewear company Kaibosh felt that they had become too boring as opposed to what they should be — a trendy and bold eyewear brand. Their identity was too clean and they wanted to be more expressive, more outgoing. The fashionable contender would finally get a fitting dress as well as a lovely new voice. Our assignment began by keeping the existing logotype, and from there developing the new Kaibosh identity, ranging from signs, ads, packaging, bags, and posters, as well as the fit-out of their flagship store.
We started with a focus on tone of voice — they would use much more copywriting in their communication, from promotion material to interior walls.
The brand voice was translated into visual form and matched with a custom-made display typeface, named Sentrum, made to suit the in-store signage. Two eyelashes were added as a symbol to distinguish the identity, with graphic elements created for different scenarios.
We fitted the store with shelving systems, signage, colours, murals, etc., with the project ranging from typeface and still life photography to campaigns, fashion photography, notebooks, and towels.
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