Dry Bones - Illustrative branding for gentleman's high-end barber shop
Dry Bones was developed as a premium men’s grooming brand built around craftsmanship, confidence, and modern masculine identity. I led the creative direction and development of the brand from concept through execution, including naming, visual identity, typography systems, illustration direction, messaging, and supporting brand assets.
The brand was designed to appeal to an affluent male audience through a refined Americana-inspired aesthetic that balanced heritage influences with contemporary design sensibilities. I created a scalable visual system consisting of custom iconography, illustrated grooming tools, character marks, modular patterns, and branded assets that extended consistently across packaging, merchandise, print, digital campaigns, and environmental applications.
In addition to the visual identity, I developed the verbal brand framework and campaign-ready messaging to reinforce themes of ritual, confidence, and timeless grooming culture. The project focused on creating a cohesive and extensible brand platform that unified storytelling, customer experience, and long-term marketing potential while elevating overall brand perception.
