Building Brand Systems | Lifestyle Grooming Brand
Frisca Josephine
Building Brand Systems for Men's Grooming
Papichulo is a modern grooming brand blending premium barbershop culture with contemporary lifestyle design. When the project began, the owner only had raw ideas and personality cues, no structure, no direction, no identity.
📍Objective
Our task was to translate the owner's vision into a strategic, cohesive, and scalable brand world, including:
A solid brand foundation (positioning, tone, personality)
A complete visual identity system
Print & digital assets
Grooming product packaging direction
Environment/interior concept
A ready-to-launch social media content system
The brand needed to feel: masculine, premium, modern, and culturally expressive, reflecting the Papichulo personality.
📍Strategic Creative Thinking
Cultural Masculinity
Modern Craftsmanship
Visual Storytelling Through Atmosphere
System-First Branding
📍What We Built
Brand overview & positioning
Tone of voice
Brand personality
Communication guidelines
Visual Identity System
Packaging & Product System
Environment & Store Concepting
Social Media & Marketing Templates
Grooming brands win through experience and emotional identity, not just visuals.
By combining cultural charm, premium atmosphere, and systemized branding, Papichulo stands as a fully formed lifestyle grooming brand, not just a barbershop.
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Posted Dec 1, 2025
Built a complete brand system for Papichulo, transforming raw ideas into a premium men’s grooming identity.
