Trust is essential in cementing the sacred bond between barber and client — Dirtbag Barbers centre themselves around this fact. A combination of traditional iconography and lavish aesthetic helped this newcomer stand out during the ‘barbershop boom’. A bold black and gold colour scheme exemplified the higher-end experience offered, while the name extended a provocative curiosity. An exclusive sense of belonging was established through the laid-back and loose-lipped environment, supplemented through loyalty programs and branded merchandise.

With a multi-disciplinary role for this project, I worked with owners Trent Stevenson and Matt Wells to help materialise their vision. Through initial market research and development, I helped to produce a visual identity which would transfer to merchandise and printed materials. During early stages of launch, I also produced regular content and managed their social media accounts.

Research revealed a lack of variety in Lower Hutt, especially high-end offerings. Research also suggested the build location, being right beside the city mall, could fill a particular void for people who unwillingly get dragged along to the mall by their partners and need an excuse to momentarily escape. As there was already a barber inside the mall, and two more in the immediate vicinity, it was essential to create a point of difference.

Refining these profiles into two main overlapping attributes, the target was to create a premium experience for men with accomodating qualities. The name ‘Dirtbag Barbers’ was chosen to boldly entice customers through controversy. It would act as a clear call for a relaxed and mischievous environment. Perks such as a beverage on arrival and an accomodating wait room would help to sell the mood, whereas high-end services would boost credibility. This came in the form of old-school razor shaves and hot towels.

With much input from the owners, we worked with multiple iterations which concluded with these assets. The script logo had a classic feel to maintain familiarity, while an elegant black and gold colour scheme exemplified the high-end nature of the business. A monogram was created as an identifiable mark to place on merchandise, and stacked versions of the logo were produced for situational lockups. We made sure to create loyalty programs and branded clothing using this branding, as allegiance would be instrumental to the success of the business.

The initial release was marketed locally and the business took off well. The name was a definite point of curiosity and several people of influence came through. This included DJ Snakehips, Johnny Danger, Jimi Jackson, several All Blacks and provincial rugby players. This gave us cross-marketing opportunities to kickstart our social media presence. I took initial photography and collaborated with Johnny Danger for a video exemplifying the tongue-in-cheek culture as he himself is famous for. Merchandise sales started poor but improved after changing to Dickies branded ‘workwear’ clothing, which carried a more authoratative and authentic look.