New salon, new audiences

Maxwax Identity System

Maxwax is a boutique salon located on the Upper West Side of Manhattan that specializes in body waxing. Li’l Robin was engaged to create an accessible, mass-appeal brand for the salon that reflects its exceptional service, welcoming environment and reasonable prices.

Our design challenge was to create an identity that reflected the client’s attention to detail and inherently personal approach. The look and feel is clean, engaging and warm, and reflects the salon’s soothing surroundings and high-quality services. Capitalizing on the repetition of letters in the salon name, the logo gives the brand a playfulness that sets it apart from its competitors. In addition to the identity, we designed the full line of Maxwax salon packaging, including instore menus, product labels and gift bags.

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, 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!”

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