Mario’s Mens Grooming: Reviving Luxury Gentleman’s Grooming
The Challenge: Communicating Luxury and Heritage
Mario’s is a unique gentlemen’s barber service providing fine grooming to the style-conscious gentlemen of New York. Luxury gentlemen’s grooming services are making a revival from the good old days of hot towel wet shaves, haircuts, and grooming by expert barbers with tradition and heritage.
With a brand steeped in heritage, Mario’s came to Spellbrand for a logo and brand identity that would communicate the true luxury privilege that their service offers. With a heavy focus on creating grooming products using the best ingredients and decades of research and know-how, Mario’s offers more than just a luxury grooming experience. Customers are treated to premium single malt whiskey while they wait. Their shoes are also shined, and you can hear vintage music playing in the background. With a well-stocked bar and lounge, Mario’s is a place for the modern gent to get away!
Logo Design: Versatile Heritage Branding
For Mario’s, we created a logo that is versatile and can be used in both a circular emblem and a vertical sign layout. This enables the client to use the logo on its various grooming products as well as for general branding.
The logo itself has a vintage look and feel and uses icons of scissors, cut-throat razors, etc., giving the logo a timeless look that screams heritage. The rest of the branding also follows this same vintage theme. The text of the logo is sometimes used simply on product packaging as you can see on the bottles.
Results: A Brand That Honors Heritage
The brand identity we created for Mario’s Mens Grooming successfully communicates luxury, heritage, and the premium experience that sets them apart from typical barbershops. The vintage-inspired logo design with scissors and razors connects to traditional barbering heritage while the versatile layout ensures it works across all applications—from signage to product packaging.
Today, Mario’s uses this brand identity to attract style-conscious gentlemen who appreciate the revival of luxury grooming services, positioning them as New York’s premier destination for premium barbering, hot towel shaves, and a complete gentleman’s grooming experience complete with whiskey, shoe shining, and vintage ambiance.
