Emerald & Wax is a Galway-based fashion label founded by Virtue Shine, specialising in handmade garments crafted from vibrant African wax print fabrics. The brand blends Irish and African influences, reflected in its name: “Emerald” symbolises Ireland, while “Wax” references traditional African textiles, expressing a dialogue between cultures through contemporary fashion.
In 2024, South and Form was commissioned to develop a full rebrand for Emerald & Wax, debuting at the Brown Thomas 2024 collection. The objective was to create a visual identity that felt elevated and premium, while remaining deeply connected to the brand’s cultural roots and values.
The new identity draws inspiration from the Dwennimmen, or “ram’s horns”, an Akan Adinkra symbol from Ghana representing the balance of strength and humility. This concept aligned closely with both the ethos of the brand and the character of its founder, forming a strong conceptual foundation for the design direction.
Building on this, South and Form developed a core visual mark centred around the form of a tree. The tree symbolises growth, heritage, and continuity, reflecting the evolving nature of the brand as well as its commitment to sustainability and conscious production. It also subtly echoes the strength and structure found in the Dwennimmen symbol, bringing layered meaning into a single, refined form.
The final identity delivers a premium aesthetic while maintaining authenticity and cultural depth. Since its launch, the rebrand has been consistently applied across the brand and has been featured at Brown Thomas for two consecutive years.
To support the rollout, South and Form also created a suite of printed materials, including garment tags and postcards. These elements extend the visual language and reinforce the narrative behind the brand, creating a cohesive and meaningful customer experience.
