Services: Branding, Logo Design, Typography Design, Packaging, Signage + Environmental, Collateral, SquareSpace Website Design + Build, Email Newsletter Design, Graphic Design, Illustration, Pattern Design, Copywriting
Dixon Rye is a store for interiors, wares, and design in Atlanta founded by Bradley Odom. The store's collection is curated by the belief that raw and refined work together. Every piece is selected to create an assortment that reflects the customer’s lifestyle and the brand's Southern sensibility – a quiet decency.
The right mix is made with intention, so Dixon Rye's emphasis is to "buy better, fewer things.
Client: Dixon Rye (Bradley Odom): dixonrye.com
Art Director, Designer, Illustrator: Russell Shaw
Photographer: Sarah Dorio (all in-store photos used on Dixon Rye's website)
Copywriters: Bradley Odom, Russell Shaw, Anne Seymour
Mama's Sauce (screen-printed business cards and hangtags, and letterpress stationery), City Paper Company (bags and tissue paper), Andrew Crawford Ironworks / Iron Is King (front, metal logotype signage and side, metal blade signage), Atlas Match (matchboxes), ASAP Signs Marietta (vinyl window signage), Simon's Stamps (rubber stamps).
Special thanks to Steven Fessey, Brad Friedman, Emily DelMarco, Andrew Crawford, Alicia Jenkins, Randy Thompson, and Kevin Ray.
This collaboration was a joy. It was an honor to be involved in the process far beyond the visual components (assisting naming, messaging, and strategy of the overall brand concept); I felt I resonated with this brand deeply. The logotype is a custom typeface which uniquely mixes sans- and slab-serif (the slab-serif only appearing on the tops of the letterforms, pushing out to the left). The mix of old and new echoes the raw and refined aesthetic with playfulness while remaining decidedly modern.
A rich navy insists a brand that is trustworthy – and is complemented by gold, brass, and silver in various applications. The brand takes inspiration from Southern literaries, especially the figure Atticus in Harper Lee's To Kill A Mockingbird, and this is seen in a vintage, etched feather that becomes a brand icon. The feather is also integrated into a custom floral pattern adorning packing tissue and business cards.
The letterforms are raised from the navy blade sign, with the knockout left behind serving as a window to white lights that shine bright from behind the lettering at night.
“There are two qualities that are imperative for the growth and development of any type of aesthetic presentation. The first is the integrity of both parties involved. The second is an absolute awareness of what the goal is of both parties involved. My goal as a sensitive, creative person is to always present those qualities in the forefront of everything that represents Dixon Rye.
Russell Shaw embodies that same vision, integrity and presentation. He listens, hears, and produces. Russell understood the vision from the very beginning and enhanced it through his ability to create on-brand materials. Russell guided us through a process that resulted in a brand that commands your attention from the first glimpse of the wordmark, to the packaging you leave with after purchasing at Dixon Rye.”
— Bradley Odom
Founder, Dixon Rye
The business cards use French Paper's Nightshift Blue with a metallic gold Pantone screen-printed application of the logo to the front and the custom pattern to the back. The front's information is screen-printed in white ink. The sides are edge-painted with the same metallic gold ink.
The hang tags use a metallic, champagne-tinted silver which is screen-printed onto the front and back of Neenah Classic Crest Solar White 130lb paper stock (the Solar White lets the logo shine through the light colored background). Unique, one-of-a-kind found objects are marked with an "Antique" stamp in the store.
Letterpress stationery: Neenah Classic Crest Avon Brilliant White.
Envelopes: Classic Crest Antique Gray.
Opening party invitation illustration of storefront by Russell Shaw.
2016 Regional Design Awards Winner (Print Magazine)
2016 Silver ADDY Award (Atlanta Advertising Club). Integrated Brand Identity Campaign.
2016 American Package Design Award (GDUSA, New York)
Branding Served: Feature
Print Magazine's Regional Design Annual, December 2016. The South.
GDUSA‘s 2016 American Package Design Awards Annual (GDUSA). Coming soon.