Smokey Vale is a concept shop established in Brooklyn in 2020. They offer barber services in a comfortable setting with upscale clothing and accessories.
Smokey Vale is a concept shop established in Brooklyn in 2020. They offer barber services in a comfortable setting with upscale clothing and accessories.
I joined the team in 2022 to help them launch a subtle rebrand, as well as elevate the creative direction across campaigns, the in-store experience, the seasonal product buy, and be more gender inclusive. We kept the original logotype designed by a friend of the shop, and built out the brand guidelines to support a full brand design system.
The result was a cohesive and evocative visual identity that we applied to social media campaigns, retail packaging, and e-commerce design. We took the brand guide a step further to identify four customer archetypes. These customer profiles helped refine the retail buying approach.
