Take a look at our bold rebrand for barber shop Star Barber. New owner Emma Dinnon recently acquired the business and engaged Ulysses Design Co to help with her brand strategy and identity design. The shop previously had a reputation for being too butch and unapproachable. The project objective was to soften the brand image and create a more inclusive identity design. Emma wanted a bold rebrand and for us to create a more modern and playful brand identity to attract a more progressive and varied audience.
Our challenge, as with many rebranding projects, was to create something fresh to appeal to a new audience without alienating the existing market. In our brand strategy workshop we identified three user personas that made up Star Barber’s core and desired audience. This included a trendy young male, a feminist activist lesbian and a footy dad. Our challenge was to create a bold rebrand that worked for all three demographics.
Star Barber’s previous brand identity design was minimal in design and colour palette. Our first move was with this bold rebrand to go the other direction with a maximalist approach. We used bold custom logotype, vibrant gender neutral colour and hand drawn illustration to create a playful and modern brand identity. We used the new brand identity design to create a collateral suite for Emma to re-launch her business. We were inspired by letterpress printing and vintage sloganeering style advertising. We combined this inspiration with an Aussie sense of humour and imagery to create bold and direct social media post templates for Emma and her team to use. Print collateral included signage, marketing material, business cards, gift vouchers and treatment menus. If you like print design, check out this great feature on Design Rush.
With user experience in mind, we designed a responsive identity that the Star Barber team could use in all manor of branding and marketing applications. We tied this bold rebrand together with a brand strategy road map and style guide that would guide all branding decisions moving forward.
“Paul and Shalina were so fun to work with and the results exceeded my expectations tenfold. They absolutely nailed my brand, I can't stop looking at my logos and collateral!”
Emma Dinon, Owner, Star Barber
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