Tuft Barber is a modern grooming destination in New York City known for quality haircuts, personalized service, and a social, well-designed environment. The goal of the project was to create a visual system that matched the energy of the space while elevating the brand experience from local barber to distinct neighborhood icon.
The work included brand identity, signage, wayfinding, packaging, tags, bags, and supporting materials, all coordinated to make every touchpoint feel intentional, confident, and connected to the experience of being in the shop.
The design challenge was to create a system that felt modern and warm, reflecting the quality of service and cultural personality of the barbershop without relying on familiar barber tropes.
Everything was designed to work together, from the moment a customer sees the storefront to when they walk out with a bag in hand or a new cut in place.