Grooming products are moving into a new phase and Toni&Guy were looking to get in front of current beard trends and demonstrate their experience and prestige outside their traditional hair care specialism. As Toni&Guy’s brand guardians they trusted us to design a new beard-grooming range that would lead the way, build on brand heritage and equity and push the brand into new territories. Staying clear of fads and stereotypical barber shop gimmicks.

A couple of years ago we created a new masterbrand for Toni&Guy — pulling out the ampersand across the range as the unifying graphic mark. To achieve product stand-out for Beard Grooming Heroes we reattributed the ampersand and married it with a heritage stamp of approval to reinforce ‘premium quality.’ Our design concept was influenced by the speakeasy culture of prohibition era USA and has delivered a solution which is innately stylish, masculine and honest.

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