Grouch

2022
Creative Direction & Brand Design

Grouch Hair is a rebellious, character-driven salon located in the Melbourne neighbourhood of Collingwood. Rooted in the DIY spirit and energy of Melbourne’s inner-north, the identity captures the unapologetic attitude of the brand through “Grouchy,” the mascot, a stylised symbol of grit, community, and, of course, hair. He embodies the brand’s attitude: unfiltered, bold, thoughtful, and a little rough around the edges. The playful character gives the salon a unique voice and visual personality that connects with Collinwood’s counter-cultural roots.

Grouchy extends across the salon, merchandise and digital presence, seeing all. The logomark merges this stylised face with bold, expressive typography. Alternate marks support a flexible design system – from shop signage to sticker and stamp packs. The colour palette is intentionally bold and energetic to “pop” against the salon interior of white, concrete and plywood. Film photography, combined with the use of collage and illustration, creates a raw visual language inspired by music, punk culture, and the aesthetic of the neighbourhood.

Branding appears on business cards, in-salon collateral and across interior elements. Sticker packs and Grouch stencil kits were created as gifts for clients and as vehicles for guerrilla marketing. Merchandise draws from that familiar punk ethos, also embracing the owner's passion for football with a collaborative jersey produced with local brand R.Sport.

Grouch’s digital presence retains the bold, DIY tone of voice behind the brand with consistency, chaos, and flexibility. The website is managed by Grouchy himself and showcases art from the salon walls. Grouch’s social presence is filled with collaged tiles, film photography and branded animations. Grouchy occasionally pays a visit to the feed.

Additional project credits:
AstroSigns (Signage), R.Sport (Grouch FC Jersey Production), All of the Above (Screenprinting)