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When Kaibosh first contacted Stockholm-based design studio Snask, the Norwegian eyewear brand felt that it had become too boring. Looking to achieve its full potential—a bold brand better defined by an expressive, outgoing look than a too-clean identity—Kaibosh tasked Snask with keeping its existing logotype, but buffing everything from signs to ads to packaging to a trendy shine. Snask started by rewriting Kaibosh’s platform and tonality everywhere it would use the greatest amount of copywriting, as in promotional materials and on store walls. Then the studio translated written word into visual form, even custom making a display typeface, named Sentrum, to suit the in-store signage. Two eyelids, heavy with fringes of eyelashes, blinks throughout the visuals, greeting users from towels and T-shirts and inside Kaibosh’s flagship store, where Snask’s shelving systems, signage, colors and murals coalese into a fashionable enclave. As it was being fitted with a fresh look, Kaibosh found its true voice.

snask.com

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