Entrepreneurial brothers Zach and Jake Barson founded their head-shaving business in lockdown. After quickly establishing a loyal following with their first product they challenged us to evolve their brand to serve a wider bald community and showcase a new innovative product range.
Having two heads full of hair serving a mid-American blue-collar audience, the Barson brothers needed help establishing what they stood for and how they could build a personality that felt immediate and authentic. We unearthed their story: While Zach and Jake may not be bald, they’re natural-born problem-solvers who genuinely care about their customers. Our strategy helped them move beyond the convenience of head shaving repositioning them as a headcare experts.
We created a super-flexible system that drew inspiration from local barber shops, the no-frills world of practical power tool brands, and stylish workwear makers such as Carhart and Dickies. Add in user generated content, a playful and no-nonsense tone of voice and the result is an approachable, authentic grooming brand that keeps things simple.
Although the brand’s audience is largely middle-aged guys, a flexible and playful illustration style enables Freebird to speak to a wider community of bald folk not defined by gender or age. Deliberately paired-back packaging system elevated their entire range giving them strong stand-out in a crowded market. Being bald may not always be a choice but whatever the reason Freebird has your back.
Ico elevated us to a whole new level — they truly understood our vision and goals, providing invaluable guidance, support, strategic thinking and creativity. Not only was the end result innovative and effective, they made the process enjoyable — it was a pleasure to collaborate with such a talented and dedicated team.