LOCAL ROOTS RUN DEEP.

Abel’s On Queen is a familiar neighbourhood barbershop, a Downtown Kitchener staple that encompasses much more than just a haircut; it’s the escape from the fast-paced demands of everyday life, and for one precious hour feeling at ease in the company of your trusted barber. Named after Abel Walper, founder of the storied Walper Hotel in which the shop is located, the barbershop pays homage to the hotel’s founder by honouring his commitment to a finely tailored customer experience that is unmatched in its quality and personality.

Working directly with the owner from the ground floor of the new shop’s buildout, we created a brand narrative, identity suite, and supporting collateral for Abel’s that anchored the shop in the roots of the community, drawing upon historical fact and fictional embellishment to infuse the brand with a sense of craft, character, and authenticity.