This an interesting branding case.
The Russian design studio Eskimo created recently the identity of Shave & Blade, a shaving brand.
The target audience is wealthy men who constant flows of life. They need to look carefully and always shaved.
S&B is the place where a man can come after work, relax in a comfortable chair, and get a little attention. Barber will take care of the client to be smoothly shaved and looked at 100%.
The main feature of Shave & Blade is that shaving is only by straight razors.
In the plans of development the brand will have a franchise around the world, so it has to be international and understandable in any place of the world. The first step in this direction was the sonorous and easy-to-understand name.
“It was great and interesting project from the start. We studied thoroughly a lot of symbols concerned with shaving and the experience of other brands. Also big attention was given to logo font. It should be simple but gorgeous to be recognizable including short logo version.”
THE idea: As a result of the logo sign search, we stopped at the hedgehog. Unshaven man is closely associated with the one. In addition the hedgehog is a very memorable symbol which stands out from the competition. The important fact that behavior of the hedgehog in wild nature has a totally masculine traits: independence, confidence and stubborn. Male hedgehog can chase about the selected female for hours and ready to stoically endure the pain of girlfriend needles during lovemaking.
Black and white colors with the addition of warm shades of brown gives brand reliability and validity. As the main corporate indicator color was chosen bronze, which is used in the documentation, packaging and interior.
Careful work with fonts complements sleek identity.
The choice was stopped on the contrast pair of fonts: grotesk P22 Underground CY Pro and classic antique Times New Roman.