THE CHALLENGE:
Many barbershops rely on familiar visual clichés and nostalgia. The challenge was to create a system that felt contemporary and approachable while capturing the warmth, confidence and cultural character that made Tuft unique.
THE APPROACH:
As Creative Director, I led the development of the brand identity, beginning with competitive research and brand positioning before establishing a cohesive visual system. The work extended across typography, signage, digital, packaging, collateral and brand guidelines, ensuring every customer touchpoint reflected the same point of view.
THE OUTCOME:
The result was a neighborhood brand that extended well beyond the haircut itself. From the storefront to the shopping bag, every interaction reinforced Tuft as a place people wanted to return to, not simply a service they wanted to book.
Role
Creative Director
Agency
COMBO
• Competitive research
• Brand story
• Identity system
• Digital
• Brand collateral
• Brand guidelines