SMUK is a London fashion brand that creates minimalist leather accessories for quirky, romantic women. Their ethically sourced and uniquely processed material gives their genuine leather bags a paper-like feel, which is what their brand identity captures. Calling this material paper leather, the identity use references to both paper and leather, while playing with the contradiction between the two. Paper being fragile yet flawless, and leather being strong yet imperfect, perfectly embodies the complexity of their women.
The identity includes a logo system, web design, social and OOH campaigns, a look book, packaging design and art direction, which you can see in more detail here.