As an iconic and long-standing barber in Denver’s male grooming community, Ryan Williams wanted to start something. Something personal. Ryan’s vision was that of a modern, European-inspired barbershop who focused heavily on aesthetic to attract a hip and high-end client-base, all the while heightening and invigorating his many existing clients. Ryan and business partner/barber, Danny Matthews, knew the Dark Rose Club concept needed a strong, almost cult-like look to associate with their idea as well as an informative website which allows users to feel of what their brand is to book appointments, purchase merchandise and more. The Dark Rose Club crew reached out to us to help make their concept come to life.
After a deep dive into culty, European fashion design and high-end worldwide barbershops, we conducted some extensive research into what the Dark Rose Club (DRC) could be, not just on a Denver scale, but as a go-to resource for the world as far as what’s happening, cutting-edge and “cool” in men’s grooming.
First, we started with a custom typeface for the logo, hand-drawn illustrations for a nicely buttoned up icon set and of course multiple variations of a “rose.” Using a type combination of “Cardo” and “Proxima Nova” for brand materials, we wanted to create a high-end visual feel while keeping it uniquely dark & masculine. The color palette was created to be mostly monochromatic with a pop-color of gold, nodding both to both high-fashion and the elite level of service the DRC crew provides.
To build hype for the brand release, we shot photo and video content including a brand-teaser which housed most of the aforementioned brand elements.
Finally, we concluded the entirety of the brand identity with a brand book, supplemental print collateral, merchandise design and finally website design. We designed and developed a custom WordPress theme, using WooCommerce for the eCommerce shop and closely integrated Square Appointments for client bookings.
A modern, aesthetically pleasing brand was formed. DRC’s website is now an imperative tool for getting client bookings, both existing and new and the opportunity to expand the Dark Rose concept to a larger level is with just a few clicks of a button on the client’s end.
Dark Rose Club opened their first location in late 2019 and is a major player in the Denver-area’s male grooming community. Ryan Williams and Danny Matthews have significantly grown their staff and service offerings for the Dark Rose Club and are currently open for business and taking on new clients.
"We're beyond ecstatic with how our branding and business identity have turned out. Brent Thelen Design took our ideas to the next level, in a way we could never had imagined. We feel like Brent is a partner in our business not just a hired service. "~ Ryan Williams \\ Owner \\ Barber Dark Rose Club