Truefitt & Hill, the world’s oldest barbershop brand, sought to reintroduce itself to a U.S. market dominated by modern grooming startups. At 98pt6, the team helped reframe the brand with a witty, luxurious voice that felt both timeless and timely.
Designed at 98pt6, NYC
FINDING THE MODERN GENTLEMAN
Through research with grooming experts and young men new to shaving, we uncovered a key insight: the quietly confused American male. The brand was reimagined as a refined British mentor—equal parts butler, coach, and confidant.
“What men don’t know about shaving could fill a brand!”
—Julie Cucchi, 98pt6
STRATEGY & STYLE
The relaunch moved beyond royal heritage, focusing instead on the brand’s philosophy: educating and elevating discerning men. The visual system featured elegant patterns by fragrance, while the copy struck a balance of sophistication and wit.
“Grooming men for greatness” became the brand’s rallying cry.
The brand relaunched with a flagship store in Caesars Palace Las Vegas. Since 2005 it has opened stores in Azerbaijan, Canada, India, S. Korea, Malaysia, Singapore, and Thailand.
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Designed at
98pt6 NYC
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Creative Director
Nin Glaister
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Strategy Director
Julie Cucchi