esquire
. barbershop
Content
Introduction 01 05 07
History Background Company Profile
Research 11 13 15 17
Objective Target Audience Cultural Context Competitors
23 25 27 29
Design development 39 41 43 47
Sketch Drafts Brand Identity Deliverables
Budget & Timeline 79 81
Gantt Chart Budget
Detail Creative Strategy SWOT Project Scoop
esquire
. barbershop
Intro duction History Background Company Profile
1
|
2
|
3
|
4
esquire
. barbershop
History intro duction
barbershop |[bahr-ber-shop] noun 1 chiefly N. Amer. a shop where a barber works. 2 [ mass noun ] [ often as modifier ] a popular style of close harmony singing, typically for four male voices. a barbershop quartet. [from the custom in the 16th and 17th centuries of passing time in a barber’s shop by harmonizing to a lute or guitar provided to entertain customers waiting their turn.]
Page 02
esquire
. barbershop
The barber’s trade has a long history:
history
Razors have been found among relics of the Bronze Age (around 3500 BC) in Egypt. In ancient Egyptian culture, barbers were highly respected individuals. Priests and men of medicine are the earliest recorded examples of barbers. In some early tribes[which?], a barber was one of the most important members, as it was believed that certain evil spirits could enter a person’s body through their hair, and that cutting it was a way to drive them out. Due to their spiritual and religious beliefs, barbers even performed religious ceremonies, such as marriages and baptizing children. During these ceremonies, they would leave people’s hair hanging down until after dancing; they would then cut the hair and tie it back tightly so that no evil spirits could enter and no good spirits could escape. [citation needed]Men in Ancient Greece would have their beards, hair, and fingernails trimmed and styled by the κουρεύς (cureus),
an agora (market place) which also served as a social gathering for debates and gossip. Barbering was introduced to Rome by the Greek colonies in Sicily in 296 BC, and barber shops quickly became very popular centres for daily news and gossip. A morning visit to the tonsor became a part of the daily routine, as important as the visit to the public baths, and a young man’s first shave (tonsura) was considered an essential part of his coming of age ceremony. A few Roman tonsores became wealthy and influential, running shops that were favourite public locations of high society; however, most were simple tradesmen, who owned small storefronts or worked in the streets for low prices.
Page 04
esquire
. barbershop
Background background
A barber knows how to cut a man’s hair. If you’re like most men these days, you’re probably going to some unisex chain salon like Supercuts. I used to do it too. Most of the time, I’d walk out of these places with a crappy haircut. Sometimes, my haircut would look decent for the first week or so, but then it would grow out into a horrible bowl. The problem is that many of the people who work at salons are not trained barbers. They’re cosmetologists. The difference between the two can spell the difference between a dopey-looking haircut and a great one. A barber is trained to cut with clippers, the main tool in cutting a man’s hair. Cosmetologists, on the other hand, are trained to use scissors. Their training is also geared towards catering to women’s hair. They become experts in styling, coloring, and perming- things a man has no need for. That’s why when you ask the cute stylist at SuperCuts to use the number 2 on the clippers, you walk away with a bad haircut. She’s probably not well versed in how to use them. But a barber can employ the clippers with finesse.
It’s a great place to chew the fat with other men. When I went to hair stylists, I hardly ever talked to the woman who cut my hair. I’d chat about my family and theirs and that’s about it. The woman who cut my hair usually ended up chatting it with the other women in the salon, while I sat there awkwardly. Barbers, on the other hand, are interesting guys with interesting stories to tell. On my visits to the barber shop, I’ve met a retried Army Ranger colonel, a musician who spent 13 years on the road in a jazz band, and a man who is the third generation in his family to take up the profession. Each of them had fascinating stories to share. And I in turn feel at ease to say what’s on my mind. There is conversation about politics, cars, sports, and family. Guys read the newspaper and comment on current events. In between the banter, jokes are told and laughs are had. And everyone is involved the barbers, the customers getting their haircut, and the customers waiting to get their haircut. Adding to the enjoyment is that a variety of men take part in the conversation young, old, and middle-aged join in the mix.
Page 06
esquire
. barbershop
Company Profile company profile
“Esquire recognises the growing number of men that are concerned with their apperance and who want to look their very best”. We live, eat and sleep hair. What started out as a “under the block hair cutting” has evolved into what we know as, Esquire. Enough hair to feed our mouths and pay the bills. Well barely. We hold fast not to competition but respect for the trade itself; it is a privilege to do what we love, as you will never work a day in your life. All of us emerge from different walks of life but speak the one language, hair. Ya, it is that cliche. Behind every well groomed man, there is a pomade. Ever since we discovered the basis to a perfect slick, we have been experimenting pomades like tommy guns. Every little details, when it comes to pomade, matters be it the scent, the hold, or the design. The plague then ventured further into moustache wax, beard oil, shaving soaps, straight razor and yeah eventually a barbershop where the heart is.
Page 08
esquire
. barbershop
Research Objective Target Audience Cultural Context Competitors Detail Creative Strategy SWOT Project Scoop
1
|
2
|
3
|
4
esquire
. barbershop
Objective objective
Creative Objective Social Objective Craft Objective
The project is to make a good barbershop in singapore with strong rockabilly look and feel, and retro style which is difficult to find nowadays and give the rockabilly era back to life through modern way .
Becoming a trusted destination whereby the clients in Singapore can come to refresh their minds and bodies, replenish theirenergy, and network with their colleagues and friends.
The project of the barbershop is not only give a best cut for men, but give inspiration and motivation through a cut. To be enriched and have a more open mind about the gentleman’s cut. Another aim is to be able to gain more experience and good feeling about barbershop.
Page 12
esquire
. barbershop
Target Audience Target Audience
Page 01 / 20
Sector : Age : Gender : Occupation : Income :
Commercial 14 -70 years old Male Flexible Middle class income
the target audience is quite flexible from the age, from teenagers until old age people, because people from 70’s and 80’s, they know and live in rockabilly era.
Page 14
esquire
. barbershop
Cultural Context cultural context
The project would based in Singapore. Being a country with large polulation, yet small land, it is really important and good country for open a barber shop. The opportunity is quite good because many rockabilly lovers in Singapore and the country culture itself is mix between asian and western and the british culture still quite strong in Singapore which is good combination of opportunity.
Page 16
esquire
. barbershop
Competitors
Page 01 / 20
Competitors “You have to be as fully prepared for the dull game as you are for the great game or else you wont be prepared for the great one�.
Page 18
esquire
Competitors
. barbershop
Hounds of Baskervilles Named after the Sherlock Holmes story, The Hound of the Baskervilles, this charming collective of Australia-trained barbers, often inviting guess barbers and sometimes double up as professional tattoo artists. the location is in the Arab Street and the price is around 25 - 35$, shaves and even facial hair grooming and shaping services around $20 upwards. They have a good skills of barber and have tattoo services also. Hounds of Baskervilles is still number 1 barbershop in Singapore.
Page 20
esquire
Competitors
. barbershop
The Panic Room The Panic Room is one of the best and famous local barbershop in Singapore. They have good trained barbers and they open store and online store about barber tools like comb, brush, and pomade. The location is in the Geylang area. they even have a good website forthe barbershop and the online store. the price is around 15 - 35$.
Page 22
esquire
. barbershop
Detail Detail
Location With the target customers are men who want to have haircut, enjoy his time, and relaxing, i think the best location in singapore is in the orchard road or novena. The location has to have a high level in accessibility and visibility. Orchard Road is the most popular areas in Singapore with most of the transportation lines (MRT/ Bus) across the country. It is located in the Central Business District and filled with many buildings, hotels, restaurants, colleges, shopping centres, etc. Orchard Road has a colorful life in all day and night. People who gather in Orchard Road are from all walks of life but most of them are students, teenagers, professionals, who are our target customers. Therefore, Orchard Road is the perfect choice for our new Barber shop.
Price Range $ SGD10.00 - $ SGD25.00 This barbeshop is hire a skillful and talented barbers from world wide and we like and open to inviting guess barbers who have a good reputation and we wellcome services like shaving, hair stylist, and hair tattoo. we giving our best to our client through best clippers and hair products.
Page 24
esquire
. barbershop
Creative Strategy Creative Strategy
Page 01 / 20
The creative strategy for this project is to be able promote or advertise a specific company which is Esquire Barbershop that sells products that are made through modern branding strategy such as social media and applications, because the number of internet and the social media users in the Singapore is very huge and for support that, the good branding is needed, so it can attract public attention.
Page 26
esquire
. barbershop
SWOT swot analysis
Strengths
Weaknesses
• we invite guess barber from around the world that already have good reputation. • strong Rockabilly and retro style. • own brand of the hair products. • strategic location and accessibility.
the weakness is we only serve men as a barbershop, and not many people now about barbershop and rockabilly style.
Opportunities
Threats
Singapore don’t have many Barbershop, and we come as a new barbershop who give a new feel and strong style of rockabilly which nowadays Barbershop dont have. We have a good branding and services. Barbershop is a new trend nowadays because men dont know where to make a haircut and people give a good attention to barbershop according several success barbershop in Singapore.
many competitors in Singapore and many new barbershop happening in Sinagpore. And our Prices is quite expensive for teenagers. the hair product, tools, and the barber artist is difficult to find.
Page 28
esquire
. barbershop
Project Scope timeline
Branding
Print Ads
Social Network
Website
Giving the brand new company ‘esquire barbershop’ a good identity to be able to promote and reach out to more consumers and give a good impact of public impressions of the brand
The ads would be able to help advertise the company and would give the massage and impression to attract public attention.
Social networking sites like Facebook and Twitter would serve as a more direct form of reaching out to people. It would also have all the information needed to help convince the consumers about the products, Communicate with your clients and have them recommend you to others and Widen the sales distribution
website provides a showcase of everything of the company has to offer on everything that comes into contact with the public is a great way to enhance your marketing. It would also serve as a platform for purchasing products.
Page 30
esquire
. barbershop
Visual Research Visual Reference
Page 32
esquire
Visual Reference
. barbershop
Page 34
esquire
Visual Reference
. barbershop
Page 36
esquire
. barbershop
Design Development Sketches Drafts Brand Identity Deliverables
1
|
2
|
3
|
4
esquire
. barbershop
Sketches
Sketches
Page 40
esquire
. barbershop
Drafts
Sketches
Page 42
esquire
. barbershop
Brand Identity Brand Identity
Signature Logo The logo is inspired by barbershop pole, blue and red and the style is simple and clean logo.
Primary Logo
Secondary Logo
ESQU IR E
Page 44
esquire
. barbershop
Brand Identity
Corporate Typeface Hand Shop Typography C30
ABCDEFGHIJKLMNO PQRSTUVWXYZ Lighthouse Personal Use
ABCDEFGHIJKLMNO PQRSTVWXYZ abcdef ghijklmno pqrstuvwxyz
Corporate Color C = 87 ; M = 63 ; Y = 32 ; K = 13 C = 13 ; M = 98 ; Y = 100 ; K = 3
Page 46
esquire
. barbershop
Deliver ables
Deliver ables
Page 48
esquire
Deliver ables
. barbershop
Page 50
esquire
Deliver ables
. barbershop
Page 52
esquire
Deliver ables
. barbershop
Page 54
esquire
Deliver ables
. barbershop
Page 56
esquire
Deliver ables
. barbershop
Page 58
esquire
Deliver ables
. barbershop
Page 60
esquire
Deliver ables
. barbershop
Page 62
esquire
Deliver ables
. barbershop
Page 64
esquire
Deliver ables
. barbershop
Page 66
esquire
Deliver ables
. barbershop
Page 68
esquire
Deliver ables
. barbershop
Page 70
esquire
Deliver ables
. barbershop
Page 72
esquire
Deliver ables
. barbershop
Page 74
esquire
Deliver ables
. barbershop
Page 76
esquire
. barbershop
Budget & Timeline Gantt Chart Budget
1
|
2
|
3
|
4
esquire
. barbershop
Timeline January
Week 1
2 3 4 5 6
Week 2
9 10 11 12 13
Week 3
16 17 18 19 20
Week 4
23 24 25 26 27
Receive brief Initial Proposal Finalization of Topic Research Budget & Timeline
February
Week 5
30 31 1 2 3
Week 6
6 7 8 9 10
Week 7
13 14 15 16 17
Week 8
20 21 22 23 24
Receive brief Initial Proposal Finalization of Topic Research
March
Week 9
27 28 29 1 2
SWOT Analaysis Budget & Timeline Development
Week 10
5 6 7 8 9
Week 11
12 13 14 15 16
Week 12
19 20 21 22 23
April
Week 1
2 3 4 5 6
Week 2
9 10 11 12 13
Week 3
16 17 18 19 20
Week 4
23 24 25 26 27
Logo Sketches Logo Development Poster Concept Poster Development
May
Week 5
30 1 2 3 4
Week 6
7 8 9 10 11
Week 7
14 15 16 17 18
Week 8
21 22 23 24 25
Stationary Website
June
Week 9
Week 10
28 29 30 31 1 4 5 6 7 8
Week 11
11 12 13 14 15
Week 12
16 17 18 19 20
Project Book Presentation
Page 80
esquire
. barbershop
Budget
Budget & Timeline
Logo & Identity System Deliverables Website
SGD $2000 SGD $5000 SGD $1000
Total
SGD $8000
- Hound and Baskerville facebook page - www.ThePanicRoom.com - www. TheNomadBarbers.com - http://www.adwebdesigns.com/business.htm - http://www.bplans.com/mens_salon_business_plan/ executive_summary_fc.php - http://www.weingarten.com/shopcentricdocuments/sample-documents/samplebusplanbarber.pdf - http://www.weingarten.com - http://www.free-business-plans.com/business-plans/ barber-shop-business-plan.html - http://en.wikipedia.org/wiki/Barber
Page 82