Mario’s Mens Grooming: Reviving Luxury Gentleman’s Grooming
Situation: Creating Brand Identity for Luxury Gentleman’s Barber Service
Mario’s is a unique gentlemen’s barber service providing fine grooming to the style-conscious gentlemen of New York. Luxury gentlemen’s grooming services are making a revival from the good old days of hot towel wet shaves, haircuts, and grooming by expert barbers with tradition and heritage.
The luxury grooming market requires brands that communicate heritage, quality, and exclusivity. Mario’s needed a brand identity that would communicate the true luxury privilege that their service offers while honoring traditional barbering heritage.
Task: Create Brand Identity Communicating Luxury and Heritage
With a brand steeped in heritage, Mario’s came to Spellbrand for a logo and brand identity. The challenge required:
- Luxury communication: Brand identity that communicates true luxury privilege
- Heritage connection: Visual identity that honors traditional barbering heritage
- Versatile application: Logo that works on grooming products and general branding
- Premium positioning: Brand that positions as premium gentlemen’s grooming service
Action: Strategic Brand Development
Logo Design: Versatile Heritage Branding
For Mario’s, we created a logo that is versatile and can be used in both a circular emblem and a vertical sign layout. This enables the client to use the logo on its various grooming products as well as for general branding.
The logo itself has a vintage look and feel and uses icons of scissors, cut-throat razors, etc., giving the logo a timeless look that screams heritage. The rest of the branding also follows this same vintage theme. The text of the logo is sometimes used simply on product packaging as you can see on the bottles.
Result: Brand Identity That Honors Heritage
The brand identity we created for Mario’s Mens Grooming successfully communicates luxury and heritage. The comprehensive brand transformation delivers:
Strategic Outcomes
- Luxury communication: Brand identity successfully communicates true luxury privilege
- Heritage connection: Visual identity successfully honors traditional barbering heritage
- Versatile application: Logo successfully works on grooming products and general branding
- Premium positioning: Brand successfully positions as premium gentlemen’s grooming service
- Complete brand system: Vintage logo, brand identity system, and visual language create unified experience
Implementation Success
Today, Mario’s uses this comprehensive brand identity to attract style-conscious gentlemen who appreciate the revival of luxury grooming services. The vintage-inspired logo design with scissors and razors connects to traditional barbering heritage while the versatile layout ensures it works across all applications—from signage to product packaging. The brand successfully positions Mario’s as New York’s premier destination for premium barbering, hot towel shaves, and a complete gentleman’s grooming experience complete with whiskey, shoe shining, and vintage ambiance, with a brand steeped in heritage that communicates the true luxury privilege that their service offers.
