The document provides information on the branding and positioning of the Hawkins & Brimble men's grooming brand. It was important to find a modern positioning that stood out from competitors while being rooted in the UK. The brand aims to focus on effortless modern grooming using inspiration from simpler times. Photography and typography were developed to give the brand a sense of heritage and efficacy while still feeling fresh. Within its first year, Hawkins & Brimble secured listings in major retailers and won awards.

2. Put simply, the brief was to create an
authentic, yet natural mens grooming range
from the ground up! Our only limitations
were that it had to berooted in the UK and to
appeal to an ever increasing & premium male
grooming market.
THE BRIEF

3. POSITIONING
It was important to find a positioning that
was not only on trend but stood out from
all competitors in an iconic way. We were
aware of the many barber and beard
ranges that were flourishingly on trend,
but felt there was still room in the market
for a more modern beard defining brand.

4. BRAND
VALUES
/ C LASS IC WITH A TWI ST
/ CRAFT /INDIVID UAL / ICON IC
/ PRI DE
/ PROFE SS IONAL/CONTE MPORARY/AUTH E NTI C ITY

5. MODERNCLASSIC
SCIENCE
NATURAL
HAWKINS & BRIMBLE / CASE STUDY

6. WE ARE:
Authoritative
Heritage
Current
Professional
Effortless
Always ‘we’
Inclusive
WE ARE NOT:
Playful
Stuffy
Hipster
Unskilled
Cluttered
...Never from ‘I’
Exclusive
HAWKINS & BRIMBLE / CASE STUDY

8. DEVELOPING THE BRAND
We wanted the brand to be cut from a
different cloth and avoid the typical
clichés of beards, tattoos and lumberjack
shirts, so we opted for a different angle.
Our approach was to focus on modern
effortless grooming, using inspiration
from simpler days to formulate the
naming, ingredients and brand style.

9. AUTHENTIC BARBER GRADE TONICS ...FOR THE MODERN MAN’S HOME
HAWKINS & BRIMBLE / CASE STUDY

10. BRAND MESSAGE:
H A W K I N S & B R I M B L E / B R A N D B O O K
Lead message: Delivering the
brands’ unique selling point.
H&B Stamp: Further
endorsing the brands’
barber credentials.
Red sash should always be
angled at 45°, the Correct
angle to hold a Razor.
Sign off: Grounds the brand within
the now and not olde worlde.
HAWKINS & BRIMBLE / CASE STUDY

11. HAWKINS & BRIMBLE / CASE STUDY

12. Rich, antiqued photographic styling gives the brand
an identifiable & own-able look andfeel.
HAWKINS & BRIMBLE / CASE STUDY

13. For the branding we developed a
bespoke typography style based
on beautiful vintage barber
signage and branded stamps to
give the brand a sense of heritage
and efficacy.
To offset this we injected a
vibrant flash of red cutting the
through the pack indicative of
traditional barber poles, yet
angular and tightly cropped to
create a classic and fresh look.
THE RANGE

14. EXTENDING THE BRAND
In order to breathe heart and soul into
the brand we continued to develop a
flowing illustrative style. This extended
the brands reach into merchandise,
perfectly complimented the gifts sets and
provided flex for brand activation.

29. THE RESULTS
“DesignHappyhavebeenfundamentaltothe
successofHawkins&Brimble,creatinganeye
catchingandiconicbrandfromscratchthathas
helpedsecurearaft oflistingsandcelebrity
endorsements”
Stephen Shortt
Founder of Hawkins & Brimble

30. AN INTERNATIONAL, AWARD WINNING BRAND
Lessthan 12 months afterlaunch, Hawkins & Brimble securedlistings in Etos, Waitrose, Holland & Barrett, Sainsbury’s,
House of Fraser and over 15 online retailers. Last year culminated in winning Best New Male Skin & Body Care Product and
second Best New Male Shaving & Beard Product at the Pure Beauty awards.
Launched in
15x 3xonline retailers
secured
new large
retailer listings
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550
European stores