Waxies
Client
Apples and Oranges Limited
Agency
Red Dog
Role
Lead Designer
Team
Ashley Caprani Project Manager
Services
Brand Identity
Logo Design
Illustration
Typography
Awards
IDI Awards 2025 Shortlist
Waxies is a new Irish pub concept inspired by Sligo town’s history and designed for a vibrant, modern audience. The name draws on the town’s heritage wax seal, a symbol of trust, trade, and identity since 1612, and reimagines it for today. By translating this story into a contemporary social space, Waxies creates a brand that bridges the town’s past with an energetic, authentic experience for the present.
Overview
Waxies is a new Irish pub concept inspired by Sligo town’s history as a bustling port and trade hub. The name comes from the town’s own municipal wax seal, granted in 1612, which once authenticated letters, shipping forms, and trade documents during Sligo’s merchant boom. The brand revives this piece of heritage, transforming it into a contemporary social space that feels rooted in history and alive with modern energy.
The design takes a contemporary approach to the idea of communication and connection that once defined the port. Stamp-style illustrations, a wax motif logo, and tactile, imperfect typography nod to the character of old merchant letters and documents, while the overall identity feels bold, youthful, and unmistakably Sligo. Through this blend of story and style, Waxies bridges the town’s past with the energy of today’s nightlife culture, authentic, local, and full of character.
Challenge
The key challenge was balancing the historical richness of Sligo’s story with a design that feels fresh and engaging for a modern audience. The brand needed to reflect authenticity and heritage without feeling old-fashioned, while also appealing to two distinct audiences: a relaxed daytime crowd and a high-energy late-night scene.
The solution lay in crafting an identity that could flex between these moods. Every design decision, from the imperfect typography to the aged-stamp illustrations inspired by the wax seal of Sligo’s past were made to keep Waxies grounded in history while remaining dynamic, social, and relevant in the present.
