The 67 Bagsy — Distinguished Badass
The boldest brand in the barber world
Brand identity for The 67 Bagsy, the barber product line born within Portobello’s evolution plan. Its Distinguished Badass concept mixes the elegance of 1920s British gentlemen’s fashion with industrial design and street art: a bold brand for the modern urban gentleman.
Black, white and graffiti
Black and white set the base: sober, elegant and high-contrast. On top of it, multicolour graffiti brings the energy and rebellion of street art.
Together they capture the brand: refined, daring and hard to forget.
Pantone® Neutral Black C
C86 M76 Y59 K88
#0E0F13
White
C0 M0 Y0 K0
#FFFFFF
Multicolour
Graffiti style
— Distinguished badass
The classic British gentleman meets 80s graffiti in a style that is both elegant and edgy.
— Made for the barber shop
Waxes, powders, sprays, shampoos and oils made for everyday work in the barber shop.
— Urban materials
Graffiti and concrete in the packaging and applications give the brand a contemporary edge.
Packaging and products
The identity extends to the whole range: volume powder, matt and shine waxes, texture and sea salt sprays, shampoos and beard oil, in high-contrast black and white packaging with graffiti-style paint.
New visual icons
I added a set of new icons alongside the existing ones, giving the brand more flexibility and a fresher, more approachable look without losing its identity.
Project sheet
A barber product brand born within Portobello’s evolution plan, under the Distinguished Badass concept.
- StrategyA bold line of its own within the Portobello universe
- Verbal identityDistinguished Badass: concept and tone
- Visual identityLogo, visual icons, black, white and multicolour graffiti
- ApplicationsPackaging and product range
- Brand guidelinesLogo, icon and colour usage
To blend the elegance of 1920s British gentlemen’s fashion with street art.