San Diego based independent creative agency BLVR (Believer) recently helped rebrand the iconic barbering and styling tools company Andis Company from head to toe. Andis’ new positioning is embodied perfectly in the corresponding manifesto film: “Create Your Way.” The digital film will continue to air online into 2022, accompanied by key campaign and retail initiatives.
BLVR helped Andis, a USA-owned, fourth-generation market leader, reimagine their end-to-end brand experience and company positioning, repositioning Andis as a creative empowerment brand, fully embodying the company’s commitment to championing creativity and artistry, all while paying homage to the brand’s strong legacy.
The partnership began in 2019, and included everything from extensive market research and trend analysis, to developing a meaningful positioning, to reimaging the iconic Andis’ logo, to a full brand identity system, including web and mobile sites, new packaging design and unboxing experience, print and digital assets, as well as a library of educational content.
The manifesto film, directed by Kevin Bolger, is a culmination of the new brand positioning. It highlights the creative spirit found in Andis’ core user segments, from professional barbers and stylists, to animal groomers, to parents cutting their kids’ hair. The piece showcases the creativity, innovation and passion behind what drives Andis’ users to do what they do best. Connecting the livestock element of Andis’ business to the barbering side, BLVR found a unique story in the Compton Cowboys, who are featured in the film. The horseback and farming collective have used Andis’ tools on their animals for many years. Beyond that, what the Cowboys stand for resonates deeply with Andis’ beliefs and values, tenants which make this the ideal partnership between ambassador, agency and brand.
Since the beginning of BLVR and Andis’ relationship they have been driven to find a new way to emotionally connect by celebrating a higher purpose – one fueled by creativity, artistry and expression. This new brand positioning creates a historic moment to create a new era for Andis.
