Full visual reincarnation for Chop Chop, one of the biggest barbershop chains in the CIS region, featured in GQ and New York Times.
Since its opening years ago, Chop Chop grew to over 120 spots and expanded to the US. With this rapid expansion came the need to enhance the chain’s original branding. Self was tasked with developing a commercial identity that would work across continents, audiences and cultures, whilst preserving the original psyche that the team put into it when opening their first branch. We developed several visual takes, here’s the first one:
The Chosen One
This is the version that prevailed in the end after some fierce debating. The team chose this take to its more commercial look & feel, and thus enhanced ease at being applied more universally. The question is: which one do you prefer?