Hospitality & Lifestyle Brand Identity / 2026
Chaps & Co Corporate Identity
Corporate identity and brand guidelines for a premium grooming brand
Overview
A corporate identity and brand guidelines system for Chaps & Co, shaped to keep the premium grooming brand consistent, recognisable, and practical across key touchpoints.
Chaps & Co needed a brand guidelines approach that could organise the identity into a more usable system. The work focused on presenting the brand clearly across logo use, typography, colour, layout, and customer-facing applications so the identity could stay consistent beyond a single piece of artwork.
Project Info
- 01 Role — Corporate identity, brand guidelines, customer-facing collateral
- 02 Year — 2026
- 03 Sector — Hospitality & Lifestyle Brand Identity
- 04 Location — Dubai, United Arab Emirates
- 05 Status — Selected brand work
Strategic Objective
What needed to be communicated.
Chaps & Co needed the identity to behave like a usable operating system, not only a set of brand assets. The guidelines had to protect the premium grooming tone while helping teams, suppliers and rollout partners apply the brand consistently across real touchpoints.
Audience
- 01 Brand team
- 02 Suppliers and rollout partners
- 03 Customer-facing teams
Communication Goal
- 01 Make the identity easier to apply consistently
- 02 Protect the premium grooming tone across touchpoints
- 03 Turn brand assets into a usable operating system
- 04 Reduce ambiguity around layout, typography and collateral use
Information Architecture
- 01 Brand foundation
- 02 Logo and identity rules
- 03 Typography and colour
- 04 Collateral applications
- 05 Rollout examples
Approach
How the system was shaped.
Create a guidelines document that felt premium and aligned with the brand, while keeping the system practical enough for teams, suppliers, and future collateral production.
Execution
- 01 Build a clear editorial structure for identity rules, visual language, and application examples.
- 02 Use disciplined typography, spacing, and image-led layouts to make the guidelines feel refined without becoming difficult to use.
- 03 Frame menus, collateral, and brand touchpoints as part of one connected identity system rather than separate production pieces.
Selected visuals
Outcome
The result.
The final guidelines give Chaps & Co a more coherent identity system, helping the brand hold together across printed, digital, and customer-facing materials.
Deliverables
- 01 Corporate identity guidelines
- 02 Brand application system
- 03 Menu and collateral layouts
- 04 Presentation-ready brand document
More work