Deep Cuts is a different Barber Shop. Traditionally known as places where men gather and build community, barber shops have never been just for getting a haircut or a beard trim. Deep Cuts aim is to create a welcoming atmosphere for those who seek a higher meaning in their lives, and offer the opportunity to build meaningful connections and grow spiritually.
The identity for Deep Cuts reflects this philosophy, displaying a range of black and white minimalist layers along the different communication materials and products. This simplicity hides a secret cosmos, shown through the paper strips that peel off to reveal a deeper substance: a spirit that awaits to be discovered and explored, full of colour and energy. The logo works just as a humble and minimalist signature, and must be placed on the bottom right corner when possible.
The shop is not the protagonist, but our customers and their experience. That’s why the first part of the visual identity tries just to work as a neutral frame for what happens inside: colour, spirituality and life.