Cubo is the hair salon where I have been getting my hair cut for the past 10 years. They began in my hometown, Porto Alegre, and due to their technical excellence, unique creative lens, and community-driven mindset, became nationally recognized and a reference in the largest city of Latin America, São Paulo.
To mark their 10th anniversary and consolidate a new moment for the brand they invited us to create a branding and communication strategy, framing their personality, tone of voice and reshaping the brand's visual universe. They felt the need to reinforce their credentials as an expert, culturally connected brand, rooted on the purpose of educating professionals and transforming people lives through hair.
Barbers and hairdressers are considered the most trusted professionals when it comes to mental health advice, with 43% of hairdressers acknowledging their critical role in their clients' mental health. At Cubo, we took this insight further. While most hair salons focus primarily on aesthetics and creating a social atmosphere, Cubo creates an environment that is both welcoming and stimulating - a safe space where people feel cared for, listened to, and empowered to make bold changes.
We developed a brand world based on the Hair History creative lens. Behind a hairstyle there's infinite amount of stories: the moment you are living now, the joys, desires for
expression, but also space to speak frankly about the traumas and marks that hair lets in us. From our strategy work, Cubo started to position itself as more than a hair saloon, but also a hair school and also a research center that understands hair as a natural tool to investigate the world.