Mackeson Barbershop: A Kingdom Reimagined
The Mackeson Barbershop was conceived as an immersive extension of Mackeson’s “King of the Night” platform, a campaign built around the idea that every loyal consumer rules their own domain. The barbershop became one of those domains: a place where everyday men stepped into their own quiet sovereignty.
Located in the centre of Sangre Grande, Trinidad, the shop had been a neighbourhood anchor for nearly thirty years. Its owner carried a deep pride in community, history, and cultural identity. The brand refresh needed to honour that legacy while introducing a bold visual system aligned with Mackeson’s monarchy-driven narrative.
The solution transformed the familiar barbershop environment into a story-driven space of rulership. Each graphic element, from portraiture to typographic statements, was crafted to reinforce the idea of the patron as “king.” A defining feature of the redesign was the mirrored storytelling technique:
messages and illustrations were intentionally composed to be understood fully only when viewed through the mirror. Patrons discovered the narrative in the act of sitting, looking, and assuming their place in the chair, an everyday ritual reimagined.
The final installation created a cultural landmark: respectful of its past, contemporary in execution, and unmistakably rooted in Mackeson’s brand world.
AWARDS & RECOGNITION
2019 ADVERTISING AGENCIES ASSOCIATION OF TRINIDAD & TOBAGO: Out of Home & Ambient Media - MACKESON Barbershop Project
Key visual: Richard.Qm.Lewis Creative direction: Til Aurousseau Working with Ogilvy Caribbean.