Classic Americana
for the Contemporary Man
With the myriad of products flooding the men’s grooming market, Andrew James sought to stand out while leveraging the expert craftsmanship of the barbers behind the product. Andrew James approached us to develop their brand from the ground up. Our main objective was to convey their expertise without the pretentiousness that surrounds the men’s grooming market. Andrew James is proud to be barber crafted and American made for the everyman because looking fresh should be effortless.
Drawing inspiration from classic American barber and tattoo shops, we developed a brand identity system that conveys craftsmanship, modern masculinity and luxury. We believe that tough doesn’t have to be grungy and that luxury does not have to be over the top opulence. Instead, we sought out to craft a look that was strong and balanced, and applied it across all brand touchpoints, including the various brand collateral like stickers and pins.
It was important for us to showcase the product in use by real barbers in the barber shop. After all, that’s where the line was born. We shot and edited a series of videos with real clients in the barber chair. The goal was to capture the product being used in its most authentic environment and to showcase the experience and craftsmanship that went into it.
Website Design & Social Media
We designed and developed a robust eCommerce website to bring the barber crafted experience to the online shopping experience. Barbers shop footage was a must for the site. Once we found out that customers delay purchases when they are not sure how to properly use the product, we also shot and edited how-to use demo videos to essentially teach the potential (and existing) customers how to use the entire line and get the most benefits from each product.
Our goal with social media was to inspire men to pursue looking fresh and being well groomed as a lifestyle, not to flood the feed with product glamour shots. This yielded a 500% growth in social media engagements. This also furthered the brand’s essence of being easygoing and friendly—just like your favorite barber.
