Design + Illustration

Dixon Rye - Atlanta Retail Store Brand and Packaging Design by Russell Shaw

Case study of freelance graphic designer, art director, and designer Russell Shaw's branding work for retail store in Atlanta, Dixon Rye, including packaging, store signs, website design and collateral such as business cards and stationery.

Dixon Rye

Services: Retail Branding, Messaging, Packaging, Web

 Exterior of Dixon Rye's retail store in Atlanta, showing the logo design on the blade sign illuminated at night.
 

Dixon Rye is a store for interiors, wares, and design in Atlanta founded by Bradley Odom.

A sophisticated retail brand in the city's Westside providing an intentional assortment of heritage-quality home goods – a place to "buy better, fewer things."

 

This project was a dream because Bradley invited me to work on this branding from a truly holistic standpoint. Together with the Dixon Rye team, we collaborated on naming, strategy, messaging, and the overall experience of store signage and retail packaging. And, of course, we also defined a stunning and fitting visual identity system for this new brand.

The logotype is a custom demi-serif typeface, uniquely mixing sans- and slab-serifs. The mix of old and new echoes the raw and refined aesthetic with playfulness while remaining decidedly modern.

Dixon's Rye 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.

 
 Dixon Rye's packaging design features a navy paper bag with white handle and a custom floral pattern on white tissue paper.
 Navy retail packaging design and hand illustrated floral pattern on white tissue paper, set of three sizes, all in a row.
 Dixon Rye's branded navy retail bags in three sizes, suspended in air.
 Side sign over store entrance, with white vinyl branding design in the door window, and the logo cast in iron set in concrete on the ground.
 Up close detail of custom logo letters design for Dixon Rye on the Atlanta retail store's side entrance sign.
 Up close detail of custom logo letters design for Dixon Rye on the Atlanta retail store's side entrance sign.
 
 

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.

 
 
 Exterior of Dixon Rye's retail store showing the raised letters of the logo design with white light illuminating the sign behind them, and the night skyline of Atlanta in the background.
 Detail of Dixon Rye's store packaging: a custom floral patterned tissue paper, hand drawn by illustrator Russell Shaw, next to the navy bag.
 Custom white tip matches surround Dixon Rye's custom matchbox: a gold foil logo printed on a navy matchbox on the front, and Quiet Decency script lettering on the back.
 Gold foil logo printed on a navy matchbox next to Astier de Villatte candles on stone table
 Gold foil logo printed on a navy matchbox next to a white ceramic incense burner
 Box set of Quiet Decency and Dixon Rye custom gold foil on navy matchboxes next to Astier de Villatte candle.
 
 

“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

 
 
 White logo on metallic silver screen printed custom hang tag for Dixon Rye Atlanta store sign and product tag, one large rectangle tag detail
 White logo on metallic silver screen printed custom hang tag for Dixon Rye Atlanta store sign and product tag, set of three small square tags
 Dixon Rye retail product tag white logo on metallic silver small square with Antique script lettering circle stamp
 Retail product tag white logo on metallic silver long rectangle with Antique script lettering circle stamp and white twine tassle rope on Neenah Classic Crest Solar White
 
 

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.

 
 
 Thick French Paper Nightshift Blue navy business cards with gold edge painted sides, and the Dixon Rye logo silk screen printed in a metallic gold Pantone.
 Stack of retail store business cards with Dixon Rye logo design screen printed in gold metallic Pantone on navy paper, with store info in white ink, and gold edge painting along the sides.
 Detail of back of business card design, with the custom hand drawn floral and feather pattern, illustrated by Russell Shaw, printed in metallic gold on navy card for Dixon Rye's branding collateral.
 Scattered pile of store business cards, with the custom hand drawn floral and feather pattern, illustrated by Russell Shaw, printed in metallic gold on navy card for Dixon Rye's branding collateral.
 
 

Letterpress stationery: Neenah Classic Crest Avon Brilliant White.

Envelopes: Classic Crest Antique Gray.

Opening party invitation illustration of storefront by Russell Shaw.

 
 
 Rubber hand stamp of Dixon Rye custom logotype and lettering for branding collateral and design
 A wax seal in melted gold of Dixon Rye Antique script lettering on silver metallic pantone product hang tag with white logo on it
 Dixon Rye quiet decency email newsletter template design and branding on an iPad mini surrounded by collateral of matches matchboxes and wax seal stamp and rubber stamp
 Dixon Rye website homepage design by Russell Shaw on SquareSpace mockup on a monitor display 
 Black pillar candles with custom Dixon Rye DR circle icon stamped into the wax in gold on the side
 Dixon Rye hours of operation window sign design white vinyl letters in door frame of store plus social media icons
 Dixon Rye custom logo sign in iron, painted navy, on white brick over the front door of the building.
 Iron letters of the custom typography for the logo Dixon Rye inset in concrete in front of retail door with men's leather shoes standing at the edge of the frame
 

Awards

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

 

In Print

Print Magazine's Regional Design Annual, December 2016. The South.

GDUSA‘s 2016 American Package Design Awards Annual (GDUSA).

Credits

Client: Dixon Rye (Bradley Odom): dixonrye.com

Art Director, Designer, Illustrator: Russell Shaw

Photographer: Sarah Dorio, Lacey Sombar

Production Partners: 
Mama's Sauce, City Paper Company, Andrew Crawford Ironworks / Iron Is King, Atlas Match, ASAP Signs Marietta, Simon's Stamps

(Special thanks to Steven Fessey, Brad Friedman, Emily DelMarco, Andrew Crawford, Alicia Jenkins, Randy Thompson, and Kevin Ray.)