Reshaping a 100 year old icon.

Andis has been creating highly appreciated products for professional barbers, stylists, and groomers since 1922. Approaching its centennial milestone, the company aimed to revitalize the entire brand experience. To achieve this, they joined forces with Propeller to create a new Visual Brand Language for Andis.

The challenge given to Propeller was to reshape this century-old brand, modernising the design expression of Andis products to align with the new brand refresh. The aim is to reposition Andis as a lifestyle brand that stands for creative empowerment.

Together with Andis we have created a flexible set of Product Design Principles and Guidelines that encapsulates the new brand experience with a strong, coherent story. The result is a bold, iconic design tailored to the creative lifestyle of professional barbers and stylists.

Propeller conducted comprehensive customer research and interviewed key Andis stakeholders, allowing us to gain a deep understanding of the brand heritage as well as the barber culture. Through interviews and observations of barbers, stylists, groomers, and at-home users, we obtained valuable insights into their work and lifestyles. These insights helped driving tangible design improvements and innovative solutions during product development, addressing Andis customers' daily challenges.

Barbers, stylists, and groomers since 1922.