Perspective Branding Partners Bolt Barbers
By Perspective Branding / AG, 03 Dec 2009
Former global marketing executive Matt 'Mohawk' Berman and Perspective: Branding, a rising leader in global design, have collaborated on the social phenomenon of the Bolt Barbers brand, the largest and most authentic barbershop brand and social space in Los Angeles.
Berman, formerly of Procter & Gamble, Coty, and Royal Numico, quit his successful corporate career, and set to open a barbershop and start a product line. He chose downtown Los Angeles for his flagship location.
"I wanted a throwback to that sense of community that's sorely lacking in a man's world today," said Berman.
"Barbershops did that, but I wanted to take it further and create a social space that any guy 7 to 70 could chill out and be a man."
Having already garnered multiple awards for their unique approach including the 2008 Silver Pentaward for Packaging Design for the work on Doritos' Quest, Oakland, CA-based Perspective: Branding came under the attention of Berman.
"Matt came to us since we've worked on previous projects together through Numico," said Perspective: Branding's Co-Founder and Chief Creative Officer Simon Thorneycroft.
"He was impressed with the driving belief Perspective: Branding uses on all our projects: that brands be VVM- Visible, Visceral, and Memorable."
Berman's and Perspective: Branding's challenge was that the Bolt Barbers brand not consist of typical barbershop iconography, but still remain a barbershop at heart in a design-centric city.
"The concept creation (and tag line) of 'Social Beasts' breaks through the clutter," said Thorneycroft.
"Thinking of men as primates - social and curious- led us to the design of the clipper chimps identity. The 'Shear, Shave and Shine' chimp concept not only reinforces the core tools of the barber and service, but of Matt's personality."
Both parties agree the design and brand identity of Bolt successfully pass the VVM litmus test.
"Our work isn't just on the shelves anymore," Thorneycroft explains. "It's now the space you buy the products themselves."
"It's pretty amazing to see an idea materialize like that. They've literally unraveled the barbershop experience and rebuilt it from a different mindset," said Berman.
"Floyd the barber would turn over in his grave if he saw what Perspective: Branding was up to in turning the barbering industry upside down."
Upcoming projects for both Bolt Barbers and Perspective: Branding go public in 2010.
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