Waxies

A vibrant identity for a Sligo pub that brings a piece of local history back to life with great pints, great music and a bold sense of place.

The Background

Waxies is one of three distinct but connected venues reimagining the hospitality scene in the heart of Sligo town. While its siblings play their own roles, Waxies is where the volume goes up - a music-filled pub experience rooted in the town’s culture, character and ability to stay out later than planned.

The name ‘Waxies’ comes straight from Sligo’s municipal history, referencing the original wax seal granted to the town in 1613, along with the trade documents, letters and shipping forms stamped and sealed during Sligo’s merchant boom of the 1800s. These artefacts became a key source of inspiration.

The aim wasn’t to invent a story (Sligo has plenty already), but to revive a real one and bring it back to life in a way that feels bold, energetic and unmistakably local. Our role was to develop the name, brand identity and rollout - something locals would instantly recognise and new audiences would happily discover, pint in hand.

The Idea

At the heart of the visual identity is the seal - reimagined as a mark of authenticity rather than officialdom. Bridging heritage and contemporary culture without ever feeling dusty.

Waxies is conceived as a space that feels genuine and lived-in, rich with atmosphere (and plenty of craic). The brand carries Sligo’s past forward through considered texture, tone and detail, while staying firmly rooted in the here and now. Drawing on the character of the traditional Irish pub, we crafted a visual language refined enough to work across signage, menus and social platforms, but bold enough to hold its own in a busy night-time landscape.

The result is a brand with presence — instantly recognisable to locals, and memorable enough that visitors might still be talking about it on the bus home.

Execution

A rich primary colour palette of maroon, coral and sand brings warmth, heritage and standout - especially after dark, when good pubs really earn their keep. Supporting typefaces include Raisonne Pro for headlines and Noto Sans Mono for menus and smaller copy, creating a sense of structure and rhythm (like a good session - steady, but lively). A decorative handwritten font adds personality and a touch of informality where needed.

To help tell the story, we developed a series of custom block-print-style stamp illustrations inspired by Sligo’s trading past. Each stamp captures a small piece of local history, appearing across menus, posters and social content, quietly reinforcing the narrative while doing a bit of visual heavy lifting.

Vintage-style layout grids and paper textures reference historical documents and ledgers, grounding the identity in Sligo’s merchant heritage. Every touchpoint was designed to make Waxies feel local, confident and full of character, the kind of place that feels like it’s always been there, even if it hasn’t.

Why it’s working

Authenticity: Built on a real story with local roots - not a passing trend. Distinctiveness: A bold identity that confidently competes in a crowded nightlife scene. Flexibility: Designed to work across print, digital and environmental spaces without losing character. Atmosphere: Visual choices that amplify energy, sociability and fun (especially after dark). Longevity: A brand system built to evolve with music, events and whatever the night brings next.