Our client, Waxing the City, wanted a refreshed look. In 2022, we rebranded all of their assets—keeping only their logo and signature vibrant orange. We started with updated brand photography, partnering with Howdy Gang under the direction of Sara Janssen, to capture warm, welcoming, body-positive images and videos that reflect their community.

From there, we developed new graphic assets and font choices to tell the brand's story. A key element became what we call the "waxing sticks" —a simple, distinctive nod to the tools and unique positioning of their craft. The expanded color palette ties back to their custom-formulated waxes while supporting the lead citrus orange with a soft, buttery "sunscreen" shade that communicates comfort and affordable elegance.

Finally, we introduced Quiche as the brand's primary typeface. Its playful, ornamental letterforms interact in a way that echoes the fluid, drip-like quality of wax, bringing both sophistication and personality to the brand.