ABOUT

The Brief

Design Happy created a mens grooming range from the ground up, our only limitations were that it had to be rooted in the UK and to appeal to an ever increasing male grooming market. With such an open brief it was important to find a positioning that stood out from competitors in an iconic way. We were aware of the many barber and beard ranges that were flourishingly on trend but felt there was still room in the market for a more modern beard defining brand.

Our Approach

Hawkins & Brimble - Vintage Rituals for the Modern Man. A range which harks back to the natural qualities of barber tonics of old, yet tailored to complement the modern man’s busy lifestyle. We wanted the brand to be cut from a different cloth and avoid the typical cliches of beards, tattoos and lumberjack shirts, so we opted for a different angle. Our approach was to appeal to a more premium market with a focus on modern effortless grooming, using inspiration from simpler days to formulate the basis for the naming, ingredients and brand. For the branding itself we developed a bespoke typography style based on beautiful vintage barber signage and branded stamps to give the brand a sense of heritage and efficacy. To offset this we injected a vibrant flash of red cutting the through the pack indicative of traditional barber poles, yet angular and tightly cropped to create a classic and fresh look. In order to breathe heart and soul into the brand we continued to develop a flowing illustrative style. This extended the brands reach into merchandise, perfectly complimented the gifts sets and provided flex for upcoming brand support.

The Results

Since the launch of Hawkins & Brimble last November the range has secured listings at more than 15 online retail outlets, 550 department stores across Europe, Waitrose and House of Fraser. The brand has also won one silver and one gold Pure Beauty Award. After attracting plenty of attention during London Fashion week H&B is looking in sharp form so expect to hear more great things very soon!