Challenge

Create a visual identity and logo for Barber Art & Crafts and apply that on a number of brand touchpoints. The primary customers are men in the age of 30 to 45 years old. The typical customer is a family father who is seeking for simplicity in his life and is conscious about how he looks. Caroline, the founder of Barber Art & Crafts, do not see other barber shops like The Barber and Gents as competitors, she sees them more like colleagues and sources for inspiration. Key words for Barber Art & Crafts are shape, simplicity, tradition, beauty, passion, happiness, rustic, industrial, close to nature and finally a new way of thinking.

Solution

The hardest part in this challenge was to find a balance between tradition and a new way of thinking, and at the same time I wanted to incorporate the male audience and the warmth of the female founder of Barber. Somewhere between a stricter male look and a female curved way. The solution is a symmetric composition with capital letters with serifs that signals confidence and pride. To soften the overall composition the more traditional and strict composition for the word Barber has been combined with a curvaceous line pattern. I also took inspiration from comb teeth and the tree roots from the clients’ inspiration images.

The colours chosen is leaning to a vintage look with a sense of nature. I have worked hard to create an identity that you can place branch-wise but at the same time signals something new and exciting. The identity is stylish and clean, but at the same time also warm and inviting. As every well-crafted logo shall be, the Barber logo is easy to recognize and remember, even in cost-effective one colour print. The collaboration with Barber Art & Crafts is a long-term ongoing relationship, we have been working together for years now.