2022

Kansai

Barber Shop

1. Business Context

Kansai is a high-end barbershop located in a major urban center, aiming to stand out in a market flooded with generic offerings. While the technical quality of service was already excellent, the brand lacked consistency and distinct positioning to justify premium pricing and build customer loyalty.

2. Strategic Challenge

Despite delivering a refined grooming experience, Kansai was still perceived as “just another stylish barbershop.” The challenge was to turn technical excellence into brand equity — shifting from a category player to a destination brand built on narrative, symbolism, and ritual.

3. Diagnosis and Direction

Using the NAVE framework, we uncovered:
Business: High-end grooming services under-leveraging their brand potential.
Audience: Urban men who see grooming as ritual and status.
Value: Precision, pause, and a sense of belonging.
Essence: A contemporary masculine temple — not just a haircut.

We proposed a repositioning anchored in ritual, time, and presence. The differentiation would be symbolic, not just visual.

4. Transformations Delivered

Naming and brand story aligned with the idea of retreat and ritual.
Visual identity based on precise geometry, sober tones, and raw material textures — refined masculinity.
Tone of voice focused on silence, time, and excellence.
Brand experience aligned across all touchpoints: reception, service, ambiance, and digital presence.

5. Perceived Impact

Increased perception of value and exclusivity.
Higher average spend per client.
Stronger brand reputation and attraction of a more conscious and loyal audience.