No, Andreas Neophytou hasn't re-written Aesop's comedy of manners, The Lion & The Fox. He has, however, created the graphic identity for a new salon and photography gallery named after the short story. The identity takes the form of a logotype and monogram – with each letter and a flowing ampersand crafted by Andreas himself – plus a patterned colour palette.
"Given that the salon's derives from one of Aesop’s fables, storytelling felt like a good place to start," explains Andreas of his approach. "I referenced the graphic design of book covers during the 50s, to create a strong aesthetic link to the design direction of the store interior which has a distinct mid-century influence," he continues.
"This period of design can be characterised by loose hand-made graphics as popularised by legendary designers Paul Rand and Alvin Lustig. Playful shapes were often complimented with sharp, engineered typefaces such as slab serifs."
"I drew a thin, wavy ampersand to tie the four initials together. It’s not quite a hairline stroke but feels like a strand of hair. The slab serifs are from a font I designed, inspired by Roberto Aloi's Essempi series on contemporary Italian design that ran from the 1930s to the 1960s. The patterns were created by cutting simple shapes out of paper."