Client: EDGE Aveda Men

Aveda’s First-Ever
All Men’s
Brand Strategy | Identity | Website | Teaser Campaign | Signage | Direct Mail | Promotions | POP/POS

P owerhouse hair-care brand, Aveda, was looking for an opportunity to expand. They found it in the entrepreneurial group of Jason and Heather Lloyd – founders of EDGE. In 2016, Jason and Heather approached Aveda with an idea to create an all-new men’s only concept for the brand. Aveda liked the idea and gave them exclusive rights to open the first location.

Starting With a Focus on Style
EDGE approached wmHarper with a request to create a brand strategy, identity and website to help them launch the new concept. A quick survey of the competitive landscape showed a category devoid of any relevant brands for men. Most were stereotypical solutions focused on quick and inexpensive cuts. Men who wanted more had limited, and often expensive, options.

Style Isn’t a Destination. It’s a Journey.
The real opportunity for EDGE was in creating an experience focused on helping men define their style, rather than just get a haircut. The brand quickly developed a criteria for curating stylists who had a strong personal style of their own who were good conversationalists and both willing and able to help men talk about how to strengthen their own personal style.
Additionally, EDGE took a more creative approach to their salon design. Working with architects they created an environment based on natural woods, leather, chrome, antique lighting and a rich palette of colors. In contrast to typical salons, EDGE became as inviting and comfortable as his favorite bar.
To complete the experience, EDGE provides a wide range of drinks while you wait and hosts regular after-hours events introducing local spirit makers and restaurants to its customers. Just one year after its opening, EDGE has been so successful that a second location is being planned for 2018 with additional openings to follow.



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