Role:  Art Direction & Design.
Brief:  Design and development of brand and products for new professional men's hair electrical brand.

I was tasked with designing and developing the Cutting Edge brand, a new range of premium male grooming hair products for both professional and consumer markets. I acted as Art Director for the development of the brand visual identity, logo, products and packaging.

For this range I wanted to make something that looked both precise and hard wearing. I drew inspiration from musical instruments and power tools for working on the product finishes. The logos and their colours were inspired by power tools to give the products a professional, durable feel.