Identity Design
Chops Brand Guidelines
CHOPS is a brand identity project created to bring a refined, high-design approach to the men’s grooming industry. The objective was to develop a cohesive brand system that moved beyond traditional masculine stereotypes and established a more sophisticated, modern perspective on self-care. Through audience research, market analysis, and concept exploration, the identity was built to address gaps in a crowded marketplace where many grooming brands lacked consistency and thoughtful design. Inspired by the heritage of the classic barbershop, CHOPS combines nostalgic visual elements with contemporary typography, patterns, and color choices to create a brand that feels both familiar and fresh. The result is a polished identity system that balances personality, hierarchy, and usability while redefining expectations for men’s grooming products.
Objective
This brand identity brings high design to an industry typically lacking in focus: men’s grooming products.
Strategy
Audience research, gaps in the marketplace and concept exploration drove the creation of this identity. Men’s self-care is a booming industry, with a plethora of new products available to consumers. These products often make creating a sense of masculinity their only focus, leaving their branding confused and incohesive.
The CHOPS standards are established through clean and consistent design, utilizing elements that demonstrate a modern take on a classic barbershop. Type, pattern and color choices are nostalgic yet new, while staying focused on both hierarchy and legibility.
