A little while ago Swedish Snask was contacted by the Norwegian eyewear company Kaibosh. Kaibosh felt that they had become too boring, far from what they were supposed to be — a trendy and bold eyewear brand. They felt the identity was too clean and wanted to be more expressive and outgoing.
"The fashionable contender would finally get a fitting dress as well as a lovely new voice," says Fredrik Öst, founder and CD at Snask. "We got the assignment to start out with keeping their existing logotype and from that developed their new brand ranging from signs, ads, packaging, bags, posters as well as create their entire flagship store."
Snask started out with writing their brand platform and tonality, deciding Kaibosh would use much more copywriting in their communication — from promotion material to walls in their stores. 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 as well as use as graphic elements for many different scenarios," Snask explains.
The documentation is proof: The rebranding is massive, ranging from typeface and still life photos to campaigns, fashion photography, notebooks and towels. And it looks very trendy and bold.