Elm & Co. Barbershop

Elm & Co. had been running for twelve years on reputation alone. A new owner took over and wanted to honour that legacy while signalling that something better was coming.

The existing brand was non-existent — a font on a window. The new positioning needed to feel premium without alienating the loyal regulars who'd been coming for a decade.

We created a restrained, masculine identity with brass and slate — classic barbershop references updated for a modern context. The collateral system made every touchpoint feel like a premium product.