Wax in the City / Logo and Identity System

Wax in the City is a salon specializing in body waxing. Waxing is all they do, and as a result, they do it better than anyone else. We wanted to develop a logo that was as noteworthy as their business model. It also had to be universal because the owners had plans to eventually expand with franchises in other metropolitan areas. Our solution was to take something recognizably urban and alter it to create a unique mark. Starting with the one-way sign and leaving only the “W” was a great way of driving the name home in a fun and unique way. We also created a series of postcards instead of a traditional letterhead package so they could provide a personal touch with every piece of communication that leaves the salon.