Project Summary
// Project: Building a Bold, Standout Brand for an Award-Winning Barbershop
Rebel Rebel is more than a barbershop — it’s a destination for style, self-expression, and community. They approached Soul to help sharpen their identity and translate their bold personality into a brand that works everywhere: in-store, on products, online, and at events. It had to be fearless, functional, and unmistakably them.
// The Challenge: Turning Attitude Into Identity
Rebel Rebel had built a loyal following through top-tier service and an energetic salon vibe — but their branding hadn’t kept up. They needed more than a good logo. They wanted a complete brand system that captured their rebellious spirit and scaled with their growing plans: branded merch, in-house products, and lifestyle events. The visuals needed to look sharp, feel authentic, and work across every touchpoint.
We focused on building a brand toolkit that had flexibility without losing consistency — so every interaction felt unmistakably Rebel Rebel.
Character-Driven Visual Identity
We created a flexible design system rooted in bold shapes, strong contrast, and an edgy aesthetic that reflects the salon’s confident vibe. It was designed to evolve with them, not box them in.
Website Design with Style
We built a custom website that put their personality front and centre. The layout was streamlined for bookings, with visuals and messaging that stayed true to the in-salon experience. It’s mobile-first, easy to navigate, and built to scale.
Packaging That Speaks Louder
For their new line of products, we designed distinctive packaging that stands out on a shelf. Every detail — from the typography to the tone of voice — was crafted to extend the brand experience beyond the chair.
Consistent Voice Across Channels
We developed a structured tone and messaging guide, ensuring consistency across signage, digital campaigns, social media, and more. This helped staff and partners communicate the brand confidently and clearly.
The updated brand didn't just look good — it gave Rebel Rebel the tools to grow.
Stronger Differentiation
Their bold new look made it easy to stand out from the sea of generic salons and speak directly to their ideal audience.
Expanded Business Model
With a cohesive identity in place, Rebel Rebel confidently launched branded products and hosted events — without diluting their image.
Unified Experience
From their online booking journey to merch packaging, everything now feels like one seamless brand world.
Elevated Digital Presence
The new website supports bookings, builds community, and captures their vibe—while being fast, functional, and future-proof.
By leaning into Rebel Rebel’s unapologetic energy, we created a brand experience that doesn’t just follow trends — it sets them. Through sharp positioning, bold visuals, and immersive storytelling, we gave the brand a confident voice and a magnetic presence that connects with customers on an emotional level.
Final Word
A strong brand doesn’t just show up — it stands out. For Rebel Rebel, we didn’t just build a visual identity, we built a cultural attitude. The result? A rebellious, relatable brand that owns its space — and invites others to join the movement.
