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.