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CLIENT

THE TONSORY

LOCATION

UNITED STATES

CATEGORY

 MEN SALON & PRODUCTS


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Not that we have any beef with modern salons, but barbershop grooming is a man’s job— a job for the Tonsory, a proper men’s salon.



When we were approached with this idea for a modern salon for men, we knew immediately that the name would be the first challenge. “Tonsorial” is a fancy, outdated word that describes the work of those who give shaves and haircuts. It derives from the Latin verb tondēre, meaning “to shear, clip or crop.” We simplified the name and hit the ground running to create an impactful brand experience.

 
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FIGHT THE SMOKE AND MIRRORS

The Wordmark in the logotype, is derivative from signage found in barbershop landmarks, and is paired with a modern font to make it relevant and relatable to today’s consumer. Typography and icons are kept as simplified as sleek lines and shapes. The brand voice is direct with an adventurous tone that translates to the rest of the brand’s touchpoints. Our environmental and packaging design utilizes the power of negative space, clear typography and pops of color to deliver a brand that will force you to rethink the salon experience as you know it.


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