The objective was to explore the culture and “roots” of beards and beard cultivation around the world in order to capture an ideal which could unite and bond.
To tackle the challenge, I started with the idea of the “beard token”, which had broad social and political impact in 16th century England, and then 18th century Russia as part of the effort to tax beard growth. The layering in of English Arts & Crafts, Art Deco and 19th century Latin American influences helped to create a mark with a cosmopolitan soul. Expanding on this theme, I assembled a series of cultural descriptors – masculinity, brotherhood, honor, pride and leadership – bringing them into the context of a gentlemen’s club with murky international and historical undertones. I imagined what it might look and feel like to walk through such a place, and how that might translate into a virtual brand experience: a grouping of commanding portraits hanging over a bit of faded wallpaper, the smell of furniture polish and pipe tobacco, the hum of conversation amid the tinkling of piano keys from another room. This is where ideas would be exchanged, friendships forged and manhood paraded to adoring applause.