NEVER
Volta
Grouch Hair
Soup Athletica
Sandy Creek Weekender
Mister Bianco
Smith St Bistrot
Numero Undici
3. Grouch Hair
BRAND IDENTITY, 2022–25
CREATIVE DIRECTOR & SENIOR DESIGNER
BRAND IDENTITY, 2022–25
CREATIVE DIRECTOR & SENIOR DESIGNER
Grouch Hair is a salon located in the Melbourne neighbourhood of Collingwood. Given a small budget and a smaller time frame, Grouch Hair needed to capture the personality of the team of three, and stand out from its competition in a saturated market.
The result is a brand identity anchored to the mascot “Grouchy” – mirroring the grittiness of Collingwood, expressing the personality of the team, appealing to existing clients, and creating something memorable to capture the attention of a new audience. A vivid colour palette helps the salon stand out from its more minimal-leaning nearby competition, subtle cues flowing into the salon fit-out.
Key interests of football, hardcore music and DIY from team and clients alike are reflected in brand extensions for Grouch Hair – sticker packs, football jerseys produced with sportswear brand R.Sport, and merchandise that pays homage to bootleg t-shirts.