Wax Poetics

June 21st, 2021

Wax Poetics has been a household name amongst world-music enthusiasts since its launch in 2000. Originally a bi-annual magazine they are well known for their world-class music journalism. Digging deeper and exploring stories about the music trailblazers, cultures, and movements.

After a repositioning in 2019, they approached Wonderland to refresh their identity and develop a unique online platform aimed at vitalizing their readership and bringing something unique to the world music community.

Their previous identity was centred around a confident and timeless wordmark but lacked a recognisable system and the unique attitude found in their writing. After workshopping with the founders, Wonderland got experimental with their desire to keep that gritty analogue feel, creating a ‘lived in and earthy feel’ matching their original magazines textured feel and off white colours. They wanted to pay homage to unique details that real music fans would recognize.

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