Rugged Good Looks
Case Study: Startup
Project Scope: Strategy, Identity System, Messaging, Print Collateral
The Challenge
Based out of the Twin Cities, MN, Rugged Good Looks is rolling into uncharted territory—a mobile salon for men in the land of 10,000 lakes.
The goal—travel everywhere from corporate offices to summer festivals offering modern haircuts and styling in their revamped airstream trailer.
Outcome
RGL sought a mark that was masculine and modern paired with muted dark colors. We customized the logotype and icon to achieve this look. We also crafted the tagline and produced print collateral.
RGL had a soft launch in the summer of 2018 and has since released custom products with their brand identity applied as an additional revenue stream. A full launch is planned for 2019.
Discovery
Starting from scratch can be daunting. Thankfully, discovery sessions provide focused time to establish RGL’s brand attributes, identify client personas, and how to best address the problems they face.
These sessions also identified and prioritized revenue streams, marketing outlets, and workflow systems. Vital priorities for any business, especially a startup.
Positioning
Rugged Good Looks provides modern haircuts and styling to professional men in a welcoming mobile environment leaving clients feeling confident and saving them time.
Direction
Using the insights from our strategic discovery sessions, we crafted stylescapes for each client persona that provided a visual exploration to clarify the creative direction. This part of the process also ensured that there was mutual agreement of how to express the look and feel of RGL’s brand attributes.
Design
We found clarity in discovery and direction with the stylescapes that made way for the exact brand identity RGL envisioned. A custom logotype and icon were crafted to reflect the unique position of the brand and services they offer. A confident primary font was paired with a clean secondary font to increase contrast and provide readability in messaging and print collateral.
