Kapper was founded in The Netherlands since 2019 with a mission to offer exquisite grooming and hairstyling services for men in a cozy, masculine atmosphere. The visual identity we designed for Kapper was purposefully derived from a smart blend of both contemporary and vintage styles, on which the whole brand mood itself is built. Kapper’s logo is a symbol-type logo along with a neat typography. The symbol consists of the shapes of a mustache, beard and scissors, which play the biggest roles in communicating the sense of masculinity they aim to address. For Typography, we used a typeface that lays between Sans Serif and Modern Serif. This mix conveys an eye-pleasing harmony of minimalism, modernity and style. Kapper’s color palette consists of warm shades of dark navy blue, red and grey. Blue stands for trust, red for strength, and grey for sophistication. This color scheme was precisely picked to support the brand’s core values and provoke confidence, comfort, reliability.