PAXI Barbershop
Reimagined with a fresh, optimistic identity and a modern sense of confidence
What I Did
Ideation, Identity, and Brand Guideline
Under Consideration
Teddy Suteja
Course
Brand Identity Class
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 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.
Year 2019