Client: Bro x Co Work: UX/UI Design | Building a website that exists as an extension of their brand Identity. Website: Matthew PenningtonPhotography: Edwin J. Andrade @ed.it.edManagement: Arnold YousafVisual: Collective LinesView Website My Journey With Bro x Co.
Started with a Hair Cut.
This picture was captured after my first hair cut at Bro x Co. I had recently moved from Camden to Wandsworth, which was a nostalgic experience for me as it's where I was born and raised. While searching for a new barber, I came across Bro x Co and had my hair cut by the owner, Chef. We connected instantly, and he quickly became a friend. Chef has a great energy, and it’s clear that people come back to his shop for more than just a haircut, they come for the conversation and energy - to top it off they deliver great results. During one of my visits, Chef mentioned that he needed a website and already had an in-house photographer to provide content. After a few more visits, I pitched the idea of building the website for him, explaining that I could capture the essence of Bro x Co and translate that energy into their brand identity.
The Bro x Co Experience
Aside from showcasing the hair cuts, we wanted to provide a visual example of the barbers at work so the consumer can visualise the quality of service. This gives the customer confidence in the Bro x Co brand and in return makes them feel comfortable in spending their money to receive a high-quality cut. I know first hand there is nothing worse than spending £30 on a hair cut and being disappointed with the outcome. I know that a hair cut can change the way you look, its great leaving the barbers and getting compliments on the street for your appearance. Chef had a connection with a film production company called ‘Collective Lines,’ who came down to shoot the visual. The plan is to feature this on the website’s landing page and pin it to their social platforms to enhance engagement.Translating the existing brand identity to the website. I aimed to make the online experience feel as though you were walking into the store.
Creative Direction?
The store’s sleek visual identity, with its black and grey decor, large glass windows, marble surfaces, and upscale furniture, clearly positioned it as a high-end barbershop for those who value their appearance. With a target audience of working professionals and young, stylish men, I knew these elements had to be reflected in the website design. I incorporated the brand’s logo and colour palette from the shop, adding hints of gold by using the hex code from their business card to maintain a cohesive and polished look.Diversifying from the competition?
One of the standout features of Bro x Co that sets them apart from most barbershops is the range of services they offer. After researching other barbers in London, I knew it was essential to highlight Bro x Co’s strong sense of community and their focus on mental health. They frequently host social events to bring the local community together. Having attended one of these events, I noticed how they make everyone feel like family by providing complimentary food and drinks. They go the extra mile by ensuring everyone feels included, hiring a DJ, and offering a welcoming experience for both men and women, even in a typically male-dominated environment.
Highlighting Community & mental health.
Focus On Partners
I felt it was important to highlight the key partnerships at Bro x Co. STMNT, an LA-based brand, offers premium grooming products available at the shop. Additionally, Phase Recovery, run by a former pro rugby player, provides sports massage therapy on the lower level, catering to athletes and fitness enthusiasts.
Focus on Services
What really impressed me about Bro x Co and their team is their ability to think creatively and push boundaries. In a brainstorming session with Chef Edwin and Arnold, we realised that Bro x Co’s services shouldn’t be limited to just their shop. The brand’s offerings extend beyond a single, static location. Chef mentioned that he had already been flown out to provide services at weddings, which highlighted the need to include a dedicated page for outcalls and other business ventures.