PAXI Barbershop
Identity
What I Did
Ideation, Identity, and Brand Guideline
Under Consideration
Teddy Suteja
Course
Brand Identity Class
The Challenge
The decision to rebrand came from a desire to better connect with a younger audience while still keeping the company’s original character. Over time, it became clear that the existing look needed a fresh look to feel more modern and inviting without losing the qualities that made the business unique.
The challenge was finding a way to refresh the look so it speaks to new customers without losing what made the brand special in the first place.
The Solution
The original brand colors were retained to maintain a sense of continuity, while contemporary typography and dynamic shapes were introduced to bring a fresh, confident, and optimistic feel. The new type logo features shapes that resemble scissors, by adding a distinctive character that ties directly to the barbershop’s craft. The resulting visual system is bold and adaptable, seamlessly blend graphic and typographic elements to create a versatile identity that reflects the company’s pillars and appeals across generations.