Muscadin is the art of the manlier spirit, based in Hermosillo Sonora on the North of Mexico, that triggered the revival of barbershops in Mexico, providing a great example of a subculture relying on traditions. Muscadin shaving is more of an art, rather than a daily routine. They would hand pick own tools and shaving materials. These masters simply believe that “if you look good, you feel good.”

The making of a traditional barber shop that creates a perfect lifestyle atmosphere for men who enjoy looking good and being among friends. From its conceptual development to its interior design, branding, communication strategies and PR, it displays a unique ethos that has become a reference for barber shops, artists and brands around the world.

Barbers, are always interesting guys with interesting stories to tell. Even though many barbers come from different backgrounds, they have similar stories. Many used to have ‘proper’ jobs, living the white collar dream until they realized that something’s missing.

We create a special social connectivity with their clients. Men come to have a break from their routine, socialize and meet like-minded people. This is a social club rather than an ordinary hairdresser’s salon.

It’s proper,
It’s detailed,
It’s executed right”
-Michael Donovan

“We’re stoked to be carried in one of Mexico’s staple barber shops”
-BYRD Hairdo Products


Role: Strategy & Creative

Client: Muscadin