This branding project’s goal was to create a fictitious retail store and an original identity and branding for it. I’ve created Cut Slash Gash, a retail store that sells all kinds of sharp implements, from kitchen knives to shark teeth. This curious retail store’s identity transforms mundane objects into desirable items through woodcut style of illustrations, photography and a limited color palette of red white and black.

Dark humor and narrative play a big part in Cut Slash Gash’s identity. In order to bring the sharp objects to life, the store catalog and website feature famous murderers from the past six centuries next to the implement they have used in their work. In each piece, action words and their definitions appear next to the illustrated objects to highlight the tools’ function and beauty, emphasizing the brand’s playful approach.