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.