Scum is a skincare line targeted at skaters. Scum’s first line of skincare includes a bar of soap for face and body, lotion for face and body, and a face mask. The line would be sold at local trendy skate shops and boutiques. The price would be mid-range to ensure quality, but still affordable for skaters (who are not normally rich).
The logo is inspired by graffiti and blackletter, which are both popular within the skate community. The logo and wordmark are based on actual blackletter typefaces but are traced by hand so they feel less formal and more connected to graffiti that can be seen around skateparks. The grotesque typeface, “Sporting Grotesque,” is paired with the blackletter logos and feels edgy and modern. The forms of the typeface also match the mix of soft and hard angles in the blackletter’s forms.
The packaging is black and white so that the products feels unisex but leans towards masculine. The black and white also feels very stylized and modern, and the small pop of neon green is another callback to graffiti style. The scents are fresh and gender-less. The die-cut drip along the bottom of the labels adds interest but also connects to the brand’s name and aesthetic. The soapbox incorporates a sticker on the front which can be peeled off and stuck to a surface of choice, like a skateboard, or the walls of a skatepark.
The contemporary skate style could have been taken further with more hand-done type and graffiti, as well as more texture. The black and white is sleek but might feel too clean for skate culture.