MAKING THE CUT
Hairdressing Guru, Robert Chambers, has been the name on the lips of image conscious fashionistas for generations and a firm fixture on Grafton Street for many years. Training under the legendary Vidal Sassoon, Robert Chambers made his name as the darling of hairdressing in the 70s. Setting trends and influencing Irish fashion, he was the “go to guy” in well-heeled Dublin circles. But the world of hairdressing is fickle and Robert found that the brand was becoming less relevant in the marketplace. At the same time, the next generation of the family business, his son and daughter were swiftly moving up the ranks, with a view to taking over the business. The family had to re-evaluate what they had and bring a fresh new offering to the marketplace.
WHAT WE DID
We needed to discover that unique point of difference that made the Robert Chamber Brand distinct from its competitors. So we carried out a comprehensive brand audit, probing every facet of the brand and talking to all stakeholders and customers (both existing and lapsed). This gave us the key insights to start rebuilding the brand.
A clear set of values were created, which encompassed both the passion and the expertise of the brand. The strength and warmth of the family really came to the fore. This, and the precision and expertise that is the hallmark of a Robert Chambers cut, formed the foundation for the new brand positioning. We also ensured the integrity of the Robert Chambers name by making it the masterbrand under which the other businesses (Lunatic Fringe and The Academy) could comfortably sit under, creating a cohesive family of brands.
THE CREATIVE JOURNEY
Precision is reflected in the lines of the new brandmark. The warmth of the family resonates through the strong yellow colour that runs through all the collateral. There is also a bespoke aspect to the brand – clean, classic, bold and strongly contrasting. This really reflects the service that the brand promises – incredible skill, expertise and professionalism without all the fluff.
Skills used on this project were:
Brand Audit / Brand Workshop and Positioning / Brandmark Development / Internal signage / Directional signage / Lighting