Joe and Co. — Branding & Creative Direction
Joe and Co. ia a contemporary barbershop based in Soho which offers all the frills and service you would expect from a superior men's salon, but with a focus on an informal atmosphere. Haircuts are classic, creative or modern, cut with precision by highly accomplished specialist mens hair stylists hand picked by Joe Mills.
We deconstructed the traditional barbershop situation and rebuilt it for a contemporary audience with all its recognisable parts present. Initial inspiration for Joe and Co. came from looking at how objects are organised within the traditional barbershop, as well as workshops, sheds and garages. This led to us developing a collaged aesthetic when designing the space and the furniture within, combining materials and textures in a very straightforward and functional fashion. The graphic and geometric nature of the Joe and Co. logo and printed material was conceived as a contemporary substitute to the traditional barbershop patterns such as the stripy red and white pole and the black and white checked lino floors. We continue to collaborate with Joe and Co. on their visual language.
“A focused, unpretentious environment”… Style Directory, Monocle, October 2014