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An established salon owner had the desire to create a place for real men. A place where guys can be guys and still get a real haircut or even a real rub down. A place where you can shoot some pool, get stinky with a stogie, watch the game, and even fit in a full body massage or facial.

This “place” needed a brand that not only embraced the look and feel of a bold, “man’s man” destination, but also celebrated being a guy through it’s tone and personality.

That’s where we came in.


We studied their brand and the business. We defined the audience. We gained insight and understanding of the consumer by pointing out their distinctive differences and perceived responses. We then used the power of imagery and words to define the brand’s personality — its DNA.

Awards & Notable Mentions


Schmidty’s retail campaign:

HOW National Design Show, 2003


Award Shows

Schmidty’s identity:

AIGA MN Design Show, 2004, Judge’s Choice Award


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IMAGEHAUS | Minneapolis Branding & Design