The aim of this project was to create a new brand identity for an existing barber shop in North Co. Dublin. An internationally recognised and award winning shop, this establishment wanted a more urban and contemporary identity, and a deliberate attempt to avoid the current barbering aesthetic. They wanted the identity to show they are barbers by trade but also a social centre for men’s culture and style. The approach was inspired by the physical methods of barbering, their current physical space and the relationship between the barbers and customers within that space. Within the logotype there are two typefaces in place, a serif to show the history of the profession and a sans serif to show the contemporary environment within the shop and the hide-and-reveal design of the text is a nod to the act of cutting hair. The challenge was to marry the history of the profession and the social and contemporary atmosphere of the shop. The brief required a range of materials, to track the transition from the existing brand to the new identity and the first year of business under the new identity. The materials covered both physical and digital platforms, from loyalty cards, posters and a look book to a promotional video, a desktop and mobile version of the website and a range of images to be posted on social media.​​​​​​​