The challenge
Our client, a male barber in a small midwestern city, came to us about to realize his 20-year-old dream of opening his own barbershop in a historic downtown location. After doing hair services for two decades in a government facility, he was ready to combine his wealth of experience in the industry with his creative ideas. His goal was to establish a barbershop for upscale clients who would appreciate Old World niceties, requiring a blend of old and new ideas.
It was necessary for the name of this barbershop to relay a sense of history and place, while steering clear of worn-out traditional concepts. Our client did not want the term barbershop in his name, but he did want to give hint of the theme of his business.
The resolution
Historically, the Barbary Coast evokes thoughts of a rugged era when pirates and gritty resolve were the order of the day. Combining that masculine association with the term barber, we were able to create a new term in barbery to generate the mood we were seeking, while drawing on public association. Then, in honor of the old row houses that lined streets in times past, the name grew into Barbery Row.
The tagline for this business had to be short and to the point in order to fit on his signage. Our purpose for the tagline was to give potential clients a clue to the nature of the enterprise, while relaying the idea that this establishment caters to sophisticated clientele. The word grooming relays the nature of services rendered without a mention of haircuts or shaves.
Our designer rounded out his business naming experience by adding a visual that is classic and simple in look, yet old-fashioned and masculine. The entire package put him on the cutting edge of his industry.
Maryanna, I can’t begin to tell you how thrilled we are with the name Barbery Row. We didn’t want to be just another barbershop, nor did we want to get mistaken for a traditional hair salon. It’s amazing how having a unique identity for our business takes us out of the ordinary. Oh, and the tagline couldn’t be more perfect! You really captured the personality of our business even before we opened our doors. — C.J., Wisconsin
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