The Background

Waxies is one of three distinct but connected venues reimagining the hospitality scene in the heart of Sligo town. Developed as part of a larger multi-venue concept, Waxies brings a vibrant, music-filled pub experience rooted in the town’s culture, while drawing from a deeper historical narrative that locals can connect with.

The name Waxies is rooted in Sligo’s own municipal history, referencing the original wax seal granted to the town in 1613 and the trade documents, letters and shipping forms that once bore similar seals during the town’s merchant boom in the 1800s. The goal wasn’t to invent a story, but to revive a real one and bring it to life in a way that feels bold, energetic and unmistakably Sligo. Our role was to develop the name, brand identity and supporting rollout that felt both grounded and current; something locals could connect to, and new audiences could instantly feel drawn to.

The Idea

We developed the brand around the idea of the seal as a stamp of authenticity that connects the venue to its roots. A badge of belonging that bridges past and present. Waxies is designed to feel real, lived-in and full of life, carrying the story of Sligo’s past through texture, tone and visual detail.

We leaned into the character of a traditional Irish pub, but gave it a visual language that works across signage, menus and socials, while holding its own in a competitive night-time scene. The result is a brand with character, edge and meaning that locals can recognise and tourists can remember.

Execution

We created a bold and flexible identity system anchored by a custom mark, which is a recognisable symbol that ties Waxies to its story and surroundings, not to Sligo’s golden age of commerce. The seal draws direct inspiration from Sligo’s original corporation seal, reimagined as a stamp of pride and place. This emblem is used both on its own and with the logotype, offering flexibility across signage, merchandise and social formats.

A rich primary colour palette of maroon, coral and sand provides warmth, heritage and standout, especially after dark. Supporting typefaces include Raisonne Pro for headlines and Noto Sans Mono for menus and smaller copy, helping to build structure and pace. A decorative handwritten font was introduced to add personality and informal charm to selected touchpoints.

To carry the story across the brand, we developed a set of custom block-print-style illustrations inspired by Sligo’s history. Each stamp encapsulates part of Sligo and Waxies history. These stamps appear across menus, posters and social content, weaving the story into the brand’s everyday presence.

Vintage-style layout grids and paper textures were used to reference historical documents and ledgers, further connecting the identity to Sligo’s trading heritage. Every touchpoint was designed with the intention of making Waxies feel grounded, local and full of personality. A place where people come for the craic, and stay for the story.