The assignment was to develop a logo and overall branding for a company launched by a Scot which produces minimal, ultra-thin wallets.
Building on the stereotype of thrifty Scots, Haas Design coined the brand name: 'skint' [skinned], a Scottish expression for being broke or out of money. It also implies to get by with very little, reflecting the pared down design of the Skint wallets.
The new Skint logo is a brand refresh after six successful years, hand-in-hand with geographical expansion. It is a more versatile type mark with bespoke lettering. Its bold design and red rectangle makes it a more robust presence for challenging applications such as die stamping and small fabric labels on elastic bands that form part of the wallet products. The logo is the corner stone of a suite of new brand graphics which create a cohesive visual identity across packaging, website and social media.
The Skint brand is set to expand from the Asian market to the United States of America and has a growing following of users in the UK as well.