ANDIS

Reimagining A 100-Year-Old Legend

Andis had a unique challenge: they wanted to break out of their product-focused bubble and reimagine the beauty and grooming industry. I had to get smart on the barber and grooming industry, break some rules, translate a story for a diverse audience, and invite people to boldly take a step into the unknown.

The Work:
BRAND STRATEGY
BRAND STORY
BRAND IDENTITY
PHOTOGRAPHY & VIDEO CONTENT
PACKAGING DESIGN
WEBSITE DESIGN
CAMPAIGN DEVELOPMENT

The Opportunity

Since 1922, Andis has been a family-owned and operated company providing quality, innovative hair tools, and products for barbers, stylists, and groomers worldwide. Fourth-generation family owners and siblings, Matt and Laura Andis wanted to leave their mark on the brand and modernize the Andis experience by standing for more. The brief was complex but exciting. Drive growth within their high-value segments, defend against legacy and emergent brands, and strengthen loyalty with their customer base.*

*Corporate translation: They had been so focused on making the best possible products that over time their relationship with customers became purely transactional - something needed to change.

The Approach

Diving deep to get to know the brand, we discovered Andis has been equipping and empowering the creatives and visionaries of the world.

For generations, Andis tools have been passed down through the hands of professional barbers, pet groomers, livestock farmers, and anyone at home giving their kids, friends, and even the dog a haircut.

While seemingly very different at first glance, these generations of customers had one thing in common: they all wanted more - a brand that had a true understanding of who they are and the creative passions that drive them.

We repositioned Andis from a clipper and trimmer company to an organization that stood for creative empowerment, giving people the inspiration to Create Your Way.

Front and center of the brand’s new positioning and look is the empowered creator. We reimagined every aspect of the customer experience to fit with the new beliefs defining the brand. From establishing their brand identity, creating an authentic communications strategy, and implementing that into their product portfolio and package design. This in turn created a brand experience that not only transformed the business but rebuilt the culture of the company.