ProJeCt FaCtFile
brieF: Blink and youâd miss the innovative spirit in eyewear
brand Kaiboshâs original branding. The company tasked Snask
to bring it back in line with how it saw itself â fun innovative
and a bit playful â by developing a print campaign and range
of merchandise and fitting out its flagship Copenhagen store.
Creative: Snask http://www.snask.com
Client: Kaibosh http://www.kaibosh.com
ProJeCt duration: Six months
live date: Januar y 2017FredriK Ãst
Founder and creative director snask
Fredrik established Stockholm-based studio Snask with co-founder
Magnus Berg in 2007 to challenge the conservative design scene they
saw around them. Daring and sometimes pretty silly (the agency
just collaborated with PangPang Brewery to develop a beer for
drinking in the shower) Snask has a client list that includes Samsung
Malmö Festival Yay Festival Target and The Washington Post.010302spring 2017 snask for kaibosh
computerartS.creativebloq.comdesign brieF
Fredrik Ãst
Kaibosh started out wanting to be a trendy
eyewear company but somehow it had become
serious and normal. people had started viewing
the company as quite stern and the brand was
not as friendly as Kaibosh thought it was so
how the company felt didnât match up with how
it was perceived. the client found our work on
the internet and contacted us. Kaibosh wanted
to be bolder and to feel more playful.
Kaiboshâs previous identity was very
Scandinavian and minimalist using one sans
serif typeface and a boring grid. Nothing was
colourful or stood out. to start we looked
at all the ranges of glasses. Kaibosh has a
really cool concept that challenged the whole
industry when it started. before eyewear was so
expensive that you could only afford to buy one
pair of glasses every four years and then youâre
stuck with those glasses. Kaibosh revolutionised
the industry by thinking that you could have
five pairs of glasses â one for a monday one for
a Friday one for a lazy Sunday and so on. the
team see eyewear like accessories or clothes
instead of something that you only have one of.
a lot of companies say they want to be trendy
or that their target audience is super cool
bloggers but in the end they donât want that.
We had to establish whether the team at Kaibosh
really wanted to be different â because we
would push them and be very bold. We showed
them some reference images and they were01 Snask
developed this
vinyl signage for
Kaiboshâs flagship
store featuring
witty phrases.02 the new type
is deliberately
chunky and âa bit
clumsyâ avoiding
too clean a feel.03 vinyl letters
crowd in the
window of the
shop â it was
essential that
the retail space
felt fun and
welcoming.