As a very type-driven studio, the rebrand is similarly big on letterforms, utilising huge type, front and centre in even the work’s earliest iterations. “When we started developing the custom type, we were drawing pretty heavily from slug forms, with big globby indents in the ink traps, and a sprinkling of antennae,” the studio says. While some of these early iterations felt “a bit tacky”, another early option was entirely different, comprising very refined clean sans serif headlines. The studio finally settled on a direction that incorporates the best of both worlds: a custom wordmark full of unique ink traps sitting alongside crisp, utilitarian type, with Agrandir by Pangram Pangram offering a “crisp and refined foundation” for Slug Club’s custom wordmark.
The Collected Works says moodboards were also a critical part of the project, which features some pretty wide-reaching reference points. The studio apparently looked to everything from “rebellious, youthful pieces with hand-drawn elements”, to technical, even futuristic styles, and finally, “the outrageously vivid colour and patterns of actual sea slugs”. “They’re wild!”
The final product hopes to help position Slug Club as a mid-to higher-end brand that will appeal to new customers while standing out in local cafes with eye-popping visuals.