Russell Shaw Design

As Dixon Rye approached its tenth anniversary, it sought to bring its separately-branded interior design studio under the Dixon Rye brand umbrella as well as prepare for a move to a new location that would house an event space and bar to expand the brand’s offerings and launch a new line of designer rugs and private label candles. All of this change created a unique moment to mark the growth of the brand. Working closely with the Dixon Rye team, I revisited the brand identity work that we launched the company with ten years ago to take a pulse on what assets are still serving us well and what assets we felt ready to evolve to push us into the next chapter.

The resulting brand refresh holds true to several pillars that we established in the beginning — the logo did not change (although we finely tuned it in order to last another decade and onward) and the deep, navy blue stayed a distinctive core color. But while these visual elements anchored us, we cohesively expanded upon and added several tools to our brand tool chest: the monogram has been entirely redesigned to create a unique mark with enough character to represent the brand as a standalone symbol; the color palette is broadened to include color families used for the holiday season and for the new bar and event spaces; the typographic system is revitalized with something particular and classy yet contemporary; and a new, post-modern pattern that is striking and visually arresting wraps the packaging and materials in something uniquely Dixon Rye.

Dixon Rye is also launching their own line of luxurious candles with two original scents: Au•Gust and Noteworthy. The packaging design for the candles utilizes the new brand identity system, complete with the subtle tone-on-tone Hague + Lagoon pattern under the lid of the box as well as unique illustrated icons to represent each new scent. The box’s lid features the new monogram, while the bottom of the box “signs off” with the new Dixon Rye signature script.