Gilotyna

Formed to stand apart from generic barber brands, Gilotyna combines medieval inspiration with modern barbershop culture.

problem

Gilotyna is a name that can be aggressive or overdone. The point of the project was to develop an identity that reflected the sharpness and historical heft behind the name while still maintaining the premium and inviting atmosphere you might expect from a modern barbershop.

solution

The identity is an interesting combination of medieval-style typography and a sharp guillotine silhouette to develop a logo that is powerful and recognizable. The color scheme blends deep charcoal tones with whiskey-inspired accents and soft, balanced neutrals, lending the brand an extra touch that doesn’t lend itself to ice or alienation.

Gilotyna is a visual identity for two new barbers about to open their first standalone barbershop. We wanted to create a brand that was strong and known without being easy to associate with traditional minimalist barber brands.

The Story Behind the Name

Gilotyna (Guillotine) was selected to emphasize the strong and uncompromising energy behind the brand. Despite that darker history, the founders themselves are accessible, straightforward, and highly passionate about their art. That contrast provided the basis for the whole visual direction. We wanted to create an identity that is both audacious and immediately recognizable, online and in the physical space.

Beyond the logo

The system spans every touchpoint, from business cards and menus to aprons, signs, and merch. To counter the more somber flavor of the brand, I designed a series of custom illustrations based on barber implements and guillotine imagery. These assets became sticker packs and clothing, turning them into natural customer advocates. I also created complete 3D visualizations of the interior so the founders could preview the ambience, test furniture layouts, and make buying decisions before spending money on the physical space.