identity, branding, packaging, environmental design, social media management





The full brand refresh included a name change and renovation of the shop. Without risking the heritage attached to the name Pinedale, the brand was adjusted to Pine & Dale. This simple change evokes thoughts of British pubs and the tailors of Saville Row. The logo mimics these inspirations and carries the tag line "Grooming men for Greatness"—a sentiment the owners felt very strongly about. The renovation of the shop pulled inspiration from traditional barbershops but incorporated some modern industrial design cues. A collection of new pieces and vintage finds gave the space fresh feel which is comfortably familiar.  A bar was also installed in the back of the shop, serving a selection of local beers and whiskey to its growing, loyal customers.





Burlington's oldest barber shop needed an update. Pinedale Barbershop was looking to build its existing customer base by refreshing the brand. The plan was to develop an identity which could carry the shop while it expanded to multiple locations, and eventually be used on packaging with the development of its own product line for men. Pinedale had a strong base on which to build: a solid reputation as a father-and-son shop providing great haircuts and hot shaves. A loyal following had been building since 1971 and the brand refresh could not alienate existing clientele. The challenge was to hold onto the heritage and build upon it. The ideal solution would be to create a man-friendly space where boys learned to become men like their fathers before them.

© 2015 The Laundry Design Works