Happy Crap is a handcrafted boot brand based in southern Sweden. Each pair is made by a single maker in a tiny workshop just outside Malmö — once his daughter’s teenage bedroom, now transformed into a full-blown leather studio. The boots are bold, personal, and entirely hand-stitched. No factory. No mass production. Just time, tools, and a lot of instinct.

The founder, a self-taught bootmaker with a background in traditional craftsmanship, had always joked about starting a brand called Happy Crap. Years later, the name stuck — and became the perfect label for a rebellious, humor-filled take on premium footwear.

We created a visual identity that celebrates the contrast: boots that look like art, branded with Comic Sans. A Western-inspired logotype nods to tradition, while bright colors, punchy copy and offbeat typography push it firmly into its own universe. We mixed cowboy clichés with Skåne-specific symbols – turning local references into bold visual cues.

Just like the product, the brand identity avoids perfection in favor of personality. No polish. Just guts, humor, and a whole lot of leather.