Find a way to bridge the gap between the clichéd barbershop image and contemporary men’s grooming. That’s what the owner asked us when she opened SRQ Gents—and we delivered. We created a masculine brand identity that speaks of a tranquil retreat where men could pop in for a simple shave and a haircut—or relax and enjoy the royal treatment for several hours. Our new logo evoked luxury, strength and elegance in shades of black, white and grey with a touch of yellow. We extended this design logic through all other marketing materials, including the website, signage, promotional postcards and social media posts and advertising. SRQ Gents’ clients know at a glance that it’s not their grandfather’s barbershop.