Aim Creative was commissioned to create a suite of logos for the male waxing and grooming company, Gorilla Warfare, which aspired to sell grooming products to run alongside their waxing service.

Gorilla Warfare is a play on ‘guerrilla warfare’. Therefore, the company’s design takes on a military style to appeal to male clientele. The use of the word ‘gorilla’ references the brand’s mission to rid men of their unwanted hair. In addition, a very subtle portrait of Scott of the Antarctic is hidden in the background of the design to symbolise the warrior, explorer and the potential in all men.

As the logo would be branded onto packaging, it was imperative to create three different length logos to fit different formats, which can be seen below.