Groomery is a cosmetic brand for men that supplies different kinds of beauty products for beards. Shaving tools and creams are of highest quality and follow a very masculine and still playful brand image. The design reinterprets the traditional image of an antique barber shop in a creative and modern way. The illustrations are broken down to their essence and communicate their message due to minimal but still characteristic outline drawings. Hatchings and full color areas point out accents and help to explain the handling of the tools and products. The word mark itself has been „shaved“, showing some cutouts in its typography, which makes it a highly recognizable and characteristic logo. Groomery – a brand identity that reinvents the shaving process of young and sophisticated men.