Computer Arts

04 Flyers created

by Snask for

Kaibosh feature

the new typeface.

05 Snask

developed a series

of GiFs to promote

the brand digitally.

06 Snappy

humorous copy

dominates the

launch campaign.

07 Snask created

a blinking eye icon

to challenge the

stereotypes of an

optical company.

08 Signage was

developed from

wood and vinyl

to look as though

the letters were

rearranged daily.

06

05

08

04

07

SPRING 2017

computerartS.creativebloq.com

PROJECT DIARY

instantly hooked. We didn’t have to pitch for
the project. We visited some of the stores to get
an idea of the brand’s vision and we felt that
there was a lot to build. We also felt that if we
developed a personality that was more creative
and more cocky it would suit the company.

worK in Progress
First we spent some time focusing on Kaibosh’s
brand personality – it’s down to earth and chatty.
We decided to keep the logotype and the client
didn’t want to change it either. but we felt we
needed another element that would complement
it so we developed the blink icon. the first cliché
for optical companies is the alphabet wall chart
where the letters get smaller and smaller and
the second is open eyes. We thought it would
be much cooler to have closed lids because it
supports the idea that Kaibosh is not just about
optics. You can have sunglasses on and they
won’t necessarily help your vision but they’ll
make you look and feel cool.
Next we created our own typeface to
complement the logotype in-store and on
signage. For the display type we wanted it to
be very chunky almost clumsy and not stray
far from the logo. We sketched the letterforms
by hand then took them into illustrator and
translated them into a typeface in type editor.
We developed type-led posters leaflets and
GiFs featuring fun slogans such as ‘Shades
before grades’ and ‘eyes before guys’. We
also developed these into vinyls for the

unused ideas

We didn’t want the identity

to become too clean or

too ‘Scandinavian’. this

brand could afford to be

more bold and take more

risks. We tried a lot of

typographic solutions

some didn’t work but the

one we’ve gone for was

the bravest of the bunch.

blurry

vision

snask’s Fredrik Öst

explains concepts

that were a bit

short-sighted

We experimented loads

with the colour palette:

we wanted something

upbeat. We picked

cobalt blue as one of the

stronger colours from

the start so it was a case

of experimenting with

other colours until we

got a few that worked.