PORTOBELLO GENTLEMAN — HAIR STYLE
A bolder Portobello
Portobello came to me with a brand that wasn’t quite connecting with its audience. Its identity was the result of decisions that had never been questioned. I kept the red face, the only element already recognisable, and rebuilt everything else around it: strategy, typography, palette and logo. This is the first phase of a 5-10 year plan, and within the first year, sales grew tenfold. The same plan also gave birth to The 67 Bagsy, its line for a younger audience.
Pantone® Neutral Black C
C86 M76 Y59 K88
#0E0F13
Pantone® 2347 C
C0 M100 Y100 K0
#ff0000
— From the ground up
Strategy, identity and product range, rebuilt to connect with buyers.
— New colours
Black and red bring energy and a younger feel to the brand.
— Bold sans serif
Streamlined, modern letterforms that complete the restyling.
Project sheet
A hair and beard brand built on the idea of the original gentleman, whose sales needed to reconnect with its audience.
- StrategyRebuilding the brand while keeping the red face as a recognisable element
- Verbal identityOriginal Gentleman, with a sharper, younger tone
- Visual identityRefined logo, black and red, bold sans serif
- Applications3D product renders and packaging across the range
- Brand guidelinesLogo, palette and type rules for the range
First phase of a 5-10 year plan: a new strategy, a bolder identity and the whole range rebuilt, with the red face as a bridge.