"The identity was updated with our audience in mind, customers who want to reference but not slavishly follow fashion trends. And we think the clean simple line and understated cool of the design reflects that." H.Holloway, Maze


Maze’s clean hand drawn logo reflects the simple yet stylish clothing labels. The hard dominating edges of the upper case E have been replaced with it’s welcoming lower case to soften it’s form. The letter forms glide from one to the next, reflecting the approachable nature of the staff whilst the fine lines portray the brand’s sophisticated style.


The brief was to produce a clean, stylish website without no frills or fuss. The > was used as the positional tool to anchor brand information or for example highlighting the location of the stores on the map. The grid three column grid allowed for full bleed photography or where multiple images were selected for brand overviews. Their sister store 18 was promoted visually through the homepage, showcasing the brand before allowing the user to navigate away from the site.


The die cut rounded corners remained in keeping with the branding and website. The 'no harsh lines' approachable brand ethos was carried out beyond the store through the stationery. The uncoated smooth paper stock emphasised the honest no need for 'glossing over' style of the store and staff. If the staff wore lipstick, it would of course be matt!