I’ve been working with Ian Wright since 2020, and in 2024 I was offered the opportunity to imagine the brand direction of his new food and lifestyle brand, Uncle Wrighty:
Wrighty has managed to transcend categorization – from Sunday league player to Football Legend; Brockley boy to ‘Freedom of the City’. The son of Jamaican immigrants and national treasure, Ian Wright, continues to prove to be a unifying image of contemporary Britain. As an extension of Ian Wright’s warm, vibrant and generous nature, Uncle Wrighty strives to unite us through shared experiences and love for great taste.
Arsenal Legend, Ian Wright, launched his food and lifestyle brand, Uncle Wrighty, with a signature pie flavour in collaboration with Willy’s Pies. Photography & design: Lauren Mulligan
For the wordmark design, Ian wanted to convey a feeling of warmth and vibrance, and so I chose to work with handwritten typography. We also felt strongly that incorporating a smile would communicate optimism in completing the mark.
Our approach was based on a passionate commitment to creating joy and enabling connection in our community. Reflecting the brand’s ambition to improve the world by maintaining ethical practice, great quality, value and trust.
We shot in the Willy’s Pies factory and at home, where Ian invited friends and family to watch football and share his limited-edition Roast Chicken, Sage & Onion pie.
I aimed to capture moments of delight – the expression of the first taste, genuine smiles, laughter, interaction, and enjoyment – all themed under the banner of “Lighting up life’s moments”.
