Responses by Joshua Ogden, creative director, Justified Studio
Background: The main creative brief was to create a balanced approach of classic and modern for British menswear brand Wax London. Wax London was founded around the idea of celebrating British heritage, and we wanted to nod to that by bringing in an impactful, bold identity.
Reasoning: The type choice was key. We went with a bold serif Beirut. We felt that it was a perfect fit. The strong shapes and contrasts allowed the lock up to feel contemporary and we loved how the font itself is built on a classic calligraphic principle. This, for us, communicated Wax London’s mission: Elevated classic essentials with a modern twist.
Challenges: Allowing the brand to feel contemporary while, at the same time, communicating the idea of British heritage.
Favorite details: We wanted to create a sense of immediacy for Wax London. The brand previously was getting lost amongst a sea of muted tones and pastels. This signature orange we developed is a device to be used sparingly, but it can almost serve as a source of directional wayfinding, which you can see being used in its Soho London store.
Visual influences: Looking at Burberry campaigns, especially the creative campaigns that were shot by photographer and director Alasdair McLellan.