Role/
Design Director
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​​CONTEXT /
In 2020, in the middle of London’s Covid chaos, Curfew opened four barber shops. Launching a new brand in such uncertain times meant standing out was everything. Drawing on brutalism, the visual identity was bold, raw and full of personality — impossible to ignore.
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OPPORTUNITY /
The challenge became an advantage. While others played safe, Curfew embraced a strong, unmistakable style, creating a brand that felt real, urban and memorable — more than a barber shop, a statement.
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HOW I ADDED VALUE /
/ SHAPING THE BRAND’S VOICE FROM DAY ONE, KEEPING IT ALIVE AND TRUE AS IT GROWS.
/ STEERING EVERY VISUAL AND VERBAL TOUCHPOINT TO MAKE THE MESSAGE UNMISTAKABLY CLEAR.
/ GUARDING THE BRAND ACROSS ALL CHANNELS, ENSURING IT ALWAYS FEELS AUTHENTIC AND CONSISTENT.
Curfew’s bold brutalist identity doesn’t just live in its logo — it flows through every touchpoint, on and offline. From shop interiors and signage to social media posts, website, and promotional materials, every element speaks the same raw, confident language. The visual strength and personality translate seamlessly across digital feeds, printed collateral, and in-store experiences, making the brand instantly recognisable wherever you encounter it.
The merchandising takes Curfew’s brutalist attitude off the walls and into everyday life. Mugs, tees, grooming kits and accessories carry the same bold graphics and confident typography, turning simple items into statement pieces. Each product feels like an extension of the brand — unmistakably Curfew, practical yet full of character, and designed to connect with fans both inside and outside the barber chair.
