The Edit: five projects including Among Equals’ no-nonsense, tattooed identity system for Uncouth

Each and every day, we're lucky to discover dozens of interesting and inspiring projects from around the world. From global identities and campaigns to side projects and independently published books, The Edit is home to five of them; every two weeks.

“I was sick of seeing patients who’d waited months if not years for an appointment,” Dr Emma Horton says. “Skin issues can be hugely damaging to mental wellbeing, and I wanted to help people get treatment in a way that was quick and easy, but also empowering.” Having become frustrated with the state of the skincare industry – witnessing extreme waiting lists for dermatology appointments and excessive skin-care routines – Horton took matters into her own hands. With the help of London-based creative agency Among Equals, Uncouth was born. Inspired by the notorious, high-achieving, proudly-uncouth women of our history books (Anne Boleyn, Lady Macbeth and Marie Antoinette to name a few) the skincare service is for women who aren’t afraid to speak up, speak out, get better skin, and then get on with their lives. Pairing tattoo-inspired illustrations with bold typography and a defiant tone of voice allows the brand to communicate its no-nonsense ethos with playfulness and humour.

In the lead-up to its 170th anniversary, pioneering rubber boot company AIGLE revisited their heritage with a contemporary new voice. Working in close collaboration with the brand’s new artistic directors, Études Studio, London-based design office Zak Group developed a comprehensive brand system – comprising of a new logotype, mark, eagle symbol, pattern and custom typeface. This was rolled out across AIGLE’s A/W 2022 collections, communications and stores. The logo itself takes inspiration from AIGLE Grotesk, the bespoke sans serif typeface that mirrors the effect of ink-on-paper. The team also gave AIGLE’s legacy eagle a bold new form; using geometric shapes to provide nature-inspired details.

Nobody can mistake the meringue sleeves and signature feminine features – polka-dots, ruffles, and bows – of Marianna Senchina. Popularised by celebrity exposure from Rhianna and Dua Lipa, the Italian company’s romantic garments have appeared in Vogue Runway, The New York Times, Harper’s Bazaar USA, and many more publications. Orchidea Agency, a small design agency from Kyiv, Ukraine, developed a new look for the brand, introducing a sharp and elegant custom logotype. Accompanying this is a colour palette of olive green, ivory and pale black, a combination that accentuates the striking, feminine forms of the lettering.

Modulize is a software company challenging the construction industry to build more sustainably. To translate its process of reciprocality and collaboration between architects, manufacturers and the industry, Snøhetta Design created a dynamic identity; representing the synergies that arise when elements nourish and balance each other. Central to this is a modular grid system, used to draw illustrations and symbols. As the grid is limited to the 45-degree angles and hard-cut shapes of the brand’s logo, the result is a fun series of images that feel evocative of early computer interfaces. Reinforcing this techy character further, ABC Diatype Mono and Semi-Mono are used as the identity’s leading typefaces.

As Trtl has grown from a travel pillow, designed for optimal in-flight comfort, to a broader series of products, the Glasgow-based brand reached out to local branding agency Too Gallus to update its identity. What was once an innovative product start-up is now a global travel lifestyle brand and leader in high-quality jet-setting accessories. As such, the team assisted with a front-to-back creative process, beginning with a comprehensive brand and social strategy, and ending with a fresh visual language and tone of voice. It blends serenity and functionality in equal measure across all brand touchpoints, with calming sky-colour gradients providing the perfect backdrop for crisp white lettering and graphics.