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Jacks of London

Grooming for the Modern Gentleman

Razors, of Wimbledon, South West London, was a small barbers with big ambitions. After over 20 years of styling and cutting guys’ hair, Razors was looking to focus on growth.

We started by talking to the men of Britain; we listened to their grooming needs, we listened to their frustrations and we proposed a new way forward.

Project Facts

Function: Transforming a local barbers into a nationwide male grooming heavyweight

Emotion: Making guys proud to be stylish and well groomed

Design: Creating a brand that paved the way for male grooming in Britain

From local barbers to Britain’s top male grooming franchise

2005

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Identity

The new identity was designed to affiliate with the modern man, reflecting a confident attitude towards style and a respect for timeless traditions.

We continued to integrate the balance between classic styling and a modern attitude through the design of the in-store environment. By creating different zones, including the timeless barbers, the media wall and the relaxation zone, we were able to provide guys with an environment that they could feel comfortable and relaxed in.

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2008

Jacks of London - multiple devices

Over the space of 10 years, Jacks of London has had…

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Tonnes of hair swept from their floors

Digital branding

After establishing a successful and growing network of high street stores, we helped Jacks of London spread their brand appeal even further with the launch of a new digital marketing strategy. Our focus was on providing a platform from which the individual stores could create and maintain a dialog with their localised community whilst adding new revenue streams for the business.

Innovations that have been introduced, to the approval of Jacks of London’s loyal followers, include; a live queue camera so that the busy Modern Man can time his visit to perfection without the need to book in advance…

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2013

Brand awareness

We teamed up with BrightMove Media to draw more eyeballs and engagement for Jacks of London’s Twelve Men of Christmas campaign. Using their roof-mounted black cab advertising platform, we created a digital advertising campaign using creative adaptations and messages designed specifically for the TaxiCast platform.

We used their bright, vibrant screens, with a physical reach of 40 metres and a 140 degree viewing angle, to offer a 15% discount on Jacks of London purchases to any person who hails a TaxiCast cab. With sample grooming products also being given out by the drivers, it was a great way to get the products into the hands of the Jacks’ audience.

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2015

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Jacks sixth store launch - Nottingham

The key focus was to create the Jacks brand look and feel, to deliver distinct Jacks impact and rapidly attract new customers, focusing on retaining them.

The new store launch was designed around one main conceptual theme. We transitioned from the previous concept of ‘The Modern Gent’ to introducing ‘The New Breed’.

A New Breed is Born

Jacks reaches a milestone

To help promote and drive interest in Jacks suite of hair products we created multiple assets over various media to increase brand awareness across the UK.

We created a microsite with a promotional video where viewers can scroll down to see the story of where the products came from, a synopsis of each product and how to find them.

To enable Jacks to have a simple, cost-effective communication device that can be used anywhere, we designed a promotional flyer. We used a ‘pack shot’ view of the full product family with short details and call to action to drive people in-store or online.

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Hassle Free
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Head Strong
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Urban Hold
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“In working with Pomegranate over the past 10 years, we have been able to take the business from a single store into a national franchise. The team at Pome have supported us in establishing the complete range of customer touchpoints to create fluid brand experience across the diverse range of touchpoints. The creative and strategic teams have brought the brand to life across digital and experiential, from store design to full store launches, digital communications to packaging. ”

Emma Lee
Marketing Director at Jacks of London