Screwy
Brand identity for a photography product startup
An authentic brand for a startup product for photographers and filmmakers
The idea started because no one carries coins anymore, which is what photographers used to tighten their cameras to a tripod of baseplate. The name was obviously a play on words and simple to remember. Facebook said it was offensive but that didn’t stop me.
The visual language was based on product photography, and the tone of voice needed to match the brand name, quirky, humourous and authentic.
Shine on
Product photography and storytelling being key to the brand’s authenticity, as was the packaging approach. Recycled cardboard, no plastic, hand-stamped logo on the boxes to give a personal feel.
Storytelling was always about convenience. Of course the keyboard warriors would shout “I just a coin!”. That’s great Bob, you keep doing you.
Studio product shots were shot on neutral cool greys, and always with the intention of lighting the stainless screwy with a slight reflective light.
Welcome to the real world
Real world photography if in situ products either being used, or photographed with equipment in the field.
UGC was also encouraged from some of the customers.