Shmuck
PERSONAL
Branding / Type Design / Social / Art Direction / Photography
Shmuck is a personal project that started by the need to scratch the itch of creating things with my hands, not keyboards. After requests from friends and others for jewellery I made, Shmuck was created.
The name comes from the German word for jewellery (Schmuck) where I spend a lot of time, aa well as the lighthearted nature of the brand, the English version of Schmuck meaning fool or idiot. To differentiate and make it a brand name Shmuck was born, a jewellery brand that is made by someone who is probably a bit of a Schmuck. The project is still a bit of a WIP but check out what I’ve created so far.