Like many startups, Wild Thing was making the transition from pop-up to bricks-and-mortar and saw it as the perfect time to think seriously about their visual identity.
We believe your brand is as much about your reputation as what you look like, so even though Wild Thing had no visual collateral to speak of, they had amazing brand recognition. Known for fun, excitement and a razor sharp wit they had already built a dedicated local and online following. With a character formed in passion, but also training and experience, it was important to craft a brand that looked fun, but that could still talk in an informed and credible way.
Building an identity that would be timeless and not tied to current fashions, we first & foremost wanted to capture a sense of their world. Vibrant, leafy, crowded, organic. But also homely, local and maybe a bit high-end. (Just like its owner).
Simple, distinctive signage lets the shop-window be just that. A window into a world.
Like any project, recreating the ‘jungle’ went through many stages; from picking up leaves to matching colours. It was a improvised, chaotic process that generated a thoroughly organic aesthetic.