A belated Happy 2010. I am pleased to begin the year by sharing news about a wonderful new resource in brand building with you. Taschen recently released “Brand Identity Now!,” an in-depth analysis of leading brand and communication campaigns from around the world; and we are honored to have our work – two identity systems we designed for clients MaxWax and The Chipper – featured in the publication alongside case studies for the Obama’08 Election campaign and The Museum of Art and Design’s new identity.
We believe the book shows prime examples of how branding works: Design is a complement to a company’s brand message – a visual translation of a company’s personality, its messages and actions. In sync it will evoke an emotional response and create confidence in the company while clearly differentiating it from its competitors.
In the case of MaxWax, a boutique salon located on the Upper West Side of Manhattan specializing in body waxing, the business prides itself on its ultra-clean environment, reasonable prices and exceptional service.
Our design challenge was to create an identity that reflected the client’s attention to detail and inherently human approach to their work. The look and feel we designed is clean, engaging and warm, and reflects the salon’s comfortable surroundings and high-quality service. Capitalizing on the repetition of letters in the salon name, the logo contributes a wonderful playfulness to the identity that sets it apart from its competitors. In addition, Li’l Robin designed the full line of Maxwax salon packaging, including in-store menus, product labels and gift bags.
The brand design created confidence in the client’s business while differentiating it from its competition.
According to salon owner Eileen Cornell, “When I sat down with Anke, it was immediately clear that she understood what I was trying to achieve. Within a very short period of time, she created a logo for a business that is clever, clean and sharp, and hard to miss. I have worked with Anke since then on labels for my products, menus and business cards. Her work is always superior. She demands that it be perfect, which is a characteristic I truly appreciate. I have received endless compliments on the Maxwax branding. I have even had people ask if the name/logo is trademarked. Thankfully, it is!”
For the Chipper, it was all about creating an identity that felt fresh, fun and funky. In 2002, Paul Gallen and Andrew Morrison opened their fish and chips restaurant in Sunnyside, Queens, preparing what food critic William Grimes of the New York Times referred to as “the ultimate in downmarket no-frills fried food.” We designed a two-part logo – a bold logotype that can be used with or without the descriptive secondary mark, Fish & Chips – that was applied to the restaurant’s menus, promotional swag and interior and exterior signage.
The design of the space, with architecture by Leslie Thomas, received praise by design experts and customers, which contributed to the marketing of the business.
According to Paul Adams in the restaurant’s Citysearch review, “The Chipper’s clean white facade stands out on this corner of Queens Boulevard flanked by gas stations and overshadowed by the elevated tracks. Inside, clean, smart design persists, in the spare single room and in the graphics.” The design clearly communicates the restaurant’s values and connects effectively with its broad range of customers.