Smokey Vale
Overview
Smokey Vale was a concept shop in Brooklyn from 2020-2024. They offered barber services in a comfortable setting with along with upscale clothing and accessories. We joined the team in 2022 to help them launch a subtle rebrand, as well as elevate the creative direction across campaigns, the in-store experience, the seasonal product buy, and be more gender inclusive. We kept a version of the original logotype designed by a friend of the shop, and built out the brand guidelines to support a full brand design system. The result was a cohesive and evocative visual identity that we applied to social media campaigns, retail packaging, and e-commerce design. We took the identity system a step further by creating four customer archetypes. These customer profiles helped refine the retail buying approach and support general brand strategy.
