Old Spice Barbershop

STAY SHARP ON THE SHIP

Old Spice Barbershop

WHAT WE DID

Brand Identity, Copywriting, Experiential, Photography, Strategy & Positioning, Video

Making Hairstory since 1938, the Old Spice Barbershop pays homage to the classic-cut brand, while weaving collegiate-inspired ephemera throughout so those on campus stay sharp on the ship.
In addition to dominating the men's grooming product market, Old Spice wanted to chart new waters in early 2021 with their first brick-and-mortar barbershop. They approached us to design and launch this voyage on The Ohio State University's campus in Columbus, OH.
The studio was tasked to bring the Old Spice brand to life in a big way. To position the shop as OS's true "Flagship Store," the studio designed everything to frame the fresh, masculine aesthetic and solidify the barbershop as a one-of a kind, standalone destination on campus. We touched every aspect of this 11-month-long experiential engagement, including strategy and positioning, all interior design, architecture considerations, furnishes, fixtures, branding, and copy, murals and more. We worked with the internal brand leaders, from brand-level to C-Suite Leadership at P&G, as well as the City of Columbus, the Downtown Business District Board, and other municipal leaders to bring all parties aboard.
Featured on AdAge, Forbes, Esquire, GQ and more.

MEDIA ENGAGEMENT

103 Million Earned Media Impressions

61 Earned Pieces of Media Coverage

60% Increase in Earned Media Coverage

BRAND ENGAGEMENT

50,000+ Brand Interactions

13% Higher Brand Engagement

16% National Sales Lift
on All Products Featured in Barbershop

LEIF EDGAR BRAND DIRECTOR, OLD SPICE

“When we started the journey to bring the Old Spice Barbershop to life, it became very clear that there was no other partner besides Durham who could hep bring our vision to life. Austin & his team are truly the ideal brand partners. What I appreciated most was their humbleness & ability to listen + be empathetic to our needs.

Durham’s team excels at their ability to translate feedback + turn around creative solutions on incredibly fast timing. Durham’s willingness to go above & beyond is a testament to their entire shop’s talent & capabilities. Their creativity is infectious & the work helped create a positive “upcycle” of peer pressure amongst our other creative + brand partners. When we finally opened our doors, I told Austin the work exceeded even our highest expectations.”