7 identities that embody the edgy side of branding, with projects from DIA, Hayley Lim and more

Looking for something a bit less white and a bit less Helvetica, and more unconventional, energetic and expressive? We hear you. We’ve dug into the TBI archives and gathered a selection of our favourite ‘edgy’ branding projects. If you want imagery inspired by transcendent experiences, chaotic kitchen ecosystems, and lip-smackingly bitter lemonade – this is the place to be. Reacting against the cliches of restaurant merchandise, Office of Overview’s exploratory merch line ‘House Special’ for Mr Bao is a celebration of the eclectic restaurant environment. Founded in Peckham, London, Mr Bao is an independent Taiwanese restaurant series and beloved crowd-pleaser among London foodies. So when London-based creative studio Office Of Overview were invited to create the merch line, they crafted a maximalist range of designs which take visual cues from the packaging boxes, sell-by dates, stickers and safety paraphernalia that exist in kitchens. The range is also dedicated to championing the staff and ‘stars’ of the restaurant – represented within the custom wordmark with a star motif. Mr Bao by Office of Overview