The challenge was to create a brand identity for a screen printing service that would immediately stand out in a typically plain industry, communicating high quality, professionalism, and a fearless attitude toward design. The name “Crimen” (Spanish for crime) required an identity that could own its aggressive connotation while channeling that energy into a positive association with creative rebellion and street-smart execution. The system needed to be extremely versatile, allowing for endless variations and pattern designs that showcased the very art of printing itself, thereby serving as a living portfolio for potential clients.
Our approach was to wholeheartedly embrace the brand name and the DIY/street art culture surrounding screen printing. We developed a comprehensive arsenal of graphic assets, including multiple aggressive mascots and a bold, two-tiered typography system—the classic hand-script to give a traditional feel and the blocky sans-serif to convey modern impact. The color palette was designed for maximum energy, using a bright, near-fluorescent orange against black and cream to evoke both warning signs and artistic passion. This high-saturation, high-contrast system ensures that every branded item acts as a striking, self-promoting example of the quality and style of work the company provides.
