Yard NYC Rebrands European Wax Center with Typography-Driven Identity
Yard NYC has unveiled a fresh brand identity for European Wax Center, emphasizing the slogan "Smooth, Done Right." The design firm crafted an extensive system that includes strategies, campaigns, packaging, signage, and interior designs for more than 1,000 locations. The typography combines DGM Sprinter, a sleek Humanist sans serif, with Resona Italic, a dynamic serif, achieving a harmonious blend of structure and fluidity. The wordmark has been liberated from its previous brand block to allow for increased adaptability. Additionally, a broader color palette and guidelines for revitalizing centers—from the exterior to the waxing suites—have been introduced. This new identity shifts from a clinical minimalism to a more vibrant and expressive look.
Key facts
- Yard NYC designed the new identity for European Wax Center.
- Tagline: 'Smooth, Done Right'.
- Over 100 million waxes performed by the company.
- Typography uses DGM Sprinter and Resona Italic.
- System includes strategy, campaigns, packaging, signage, interiors.
- Applies to more than 1,000 centers.
- Wordmark liberated from old brand block.
- Expanded color palette introduced.
Entities
Institutions
- Yard NYC
- European Wax Center
- PRINT Magazine