Barber Shop with full of  antiques. 

Imuse Barber Shop | Brand Strategy and Rebrand
Imuse理髮店品牌重塑

/Challenge
Imuse is an authentic Baber Shop fully use with antiques in their interior design. The shop has mianly 3 parts, the baber shop, the cafe and the retail shop in 1 space. There are a lot of identities/logos accross all materials in the space which people may not notice what’s the name of this shop or even what this shop is selling when they pass by.


/Strategy
After months of research, the style of the identity is set to keep the tone of the 20s’ in America which the shop’s interior looks like. At the same time we cut all the different names across all materials and only keeping Imuse as its main brand whenever they are selling products or coffees. We also did different logos for different occasions as the owner wants to keep the sense of the mystery in 20s’, so you will still find a range of variations of the logos but they are still visually consistant (although it will be quite different from what we learnt which only 1 logo should be used in the modern branding cases). After all, our purpose is bringing Imuse as a primary name to tell the authenticity it has, keeping as much as consistancy in details and beatifully showcasing the authentic vintage style of Imuse when it comes to its identity through the 3 spaces.

/Creative
From the owner’s request, we build the logo with a signature barber shop’s hair cut graphic and apply the style of some 20s’/ 30’s vintage logos. We have researched a lot and found out the hand drawn style is still the best case to do the hero graphic. To not making the identity complicated to use in this digital age, the shape of the logo is inspired by some most minimal vintage logos which we try our best to take the balance. For the typography, we resketch the types from the Baber Shop’s original signage and redesign a bit to fit for the identity, espcially for the usage when it comes to the type only version and emblem.

Imuse shop front in Shanghai Frech Concession








Imuse Products



Imuse Beverages



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