KINGDOM COMB
BARBERSHOP

Crowning the King:
A shop that takes grooming to majestic heights.

Nestled in the beating heart of Bethlehem is the majestic realm of Kingdom Comb. They aren’t your ordinary barbershop – it's a sanctuary of unparalleled grooming experiences that transcends the mundane. Whether you're into timeless classics or rocking the latest trends, their meticulous craft is dedicated to sculpting and nurturing your unique individuality. It's a journey that begins at the roots of your hair, unraveling the very essence of your personality and character.

When Jack Murray & Ismael Ortiz (the dynamic duo behind the scissors) decided to part ways with their old barbershop, they knew it was time to craft something extraordinary. Armed with a vision, a witty name, and a location to call their own, they immediately commissioned Structure to push beyond traditional boundaries, break free from the mundane and conjure up a truly distinctive brand experience.

Together, we dove into the depths of brand strategy, uncovering the sweet spot that would set them apart from the haircut herd. Soaring into the creative stratosphere, we forged an identity inspired by monograms, with a visual ecosystem to match. We then wrapped it all up with warm-toned imagery and a website that's more effective than a precision haircut. From ephemera to social media, we created an all-encompassing regal experience fit for a king.

SCOPE OF SERVICES
•Brand Strategy & Development
•Identity & Graphic Design
•Tagline Development
•Website Design & Development
•Photo & Video Creative Assets
•Ephemera & Signage

TIME SPENT ON PROJECT
•3.5 Months

THE STRATEGY

Barber shops have existed for as long as 5000 BC, dating back to the ancient Egyptians, with razor blades being uncovered as early as 3500 BC. Since then, every type of shop and service has existed, and there’s an estimated 220,000 shops in the United States alone, with a 5.6% growth in businesses between 2018 - 2023. The Lehigh Valley is no exception, with dozens of shops that all offer something different. Because it is such a location-based and personal industry (customers rarely depart from one shop to go to another, unless they had a bad experience), we did a deep dive and analyzed all local shops. Surprisingly they all had similarities. The deeper we dug the clearer it became, and we soon had a playbook on how to differentiate Kingdom Comb from everyone else.

MISSION
To establish and maintain a baseline of someone's individuality, personality and character.

VISION
To help people understand their own hair, what's best for them, and to feel empowered in a world of cheap trivial experiences.

PURPOSE
Kingdom Comb exists to provide an elevated experience and service in the Lehigh Valley that makes people feel human and confident again, in a fast-paced world.

VALUES
•Accountability
•Individuality
•Comfort
•Family
•Communication
•Consistency
•Credibility
•Purpose
•Vision
•Confidence

VOICE
Simple and authentic, confident, inspiring, joy-filled and playful. A friendly tone of trustworthiness, welcomeness, authenticity and ego-less expertise.

PERSONALITY
•Friends
•Human
•Listeners
•Happy & Welcoming
•Respectful & Loving

ATTRIBUTES
•Familiar in tradition, yet disruptive and explorative
•Fun and playful, yet serious about the work
•Friendly, yet professional
•Exclusive, yet accessible
•Simplistically complex
•Steady, yet dynamic
•Progressive
•Realistic
•Natural
•Bold