ANDIS
From Tools to Icon: Repositioning Andis as a Culturally Relevant Lifestyle Brand
For over a century, Andis has been a trusted name in professional grooming, renowned for its high-quality clippers and trimmers. As a fourth-generation, family-owned company, Andis had a rich history but faced a modern challenge: how to remain relevant in a rapidly evolving industry. As the brand strategist and later as the executive sponsor, I focused on three key objectives:
Drive growth within high-value segments.
Defend market position against legacy competitors and emerging disruptors.
Strengthen customer loyalty in a category where brand affinity is hard-won.
What unfolded was an end to end reimagination of Andis, from the brand positioning, to the marketing programs, through to product design and the shopping experience. Heres how it happened…
Positioning
We began with a comprehensive market analysis, leveraging stakeholder interviews, trade show observations, and a national brand and product perception study across key U.S. markets. This was followed by a customer segmentation and persona development exercise. Our findings revealed that Andis’ core consumers were not solely motivated by product performance. They sought brands that acknowledged their craft, championed their creativity, and recognized their influence on culture. To drive differentiation and long-term brand equity, we repositioned Andis beyond functional superiority to own the emotional territory of creative empowerment.
Brand System
We developed a scalable brand system that balanced Andis’ heritage with a modern, culturally relevant identity. The visual framework included a modular logo inspired by the creator community, a strategic color-blocking system to differentiate product lines, and typography that reinforced precision and craftsmanship. A cohesive photography and art direction strategy prioritized authenticity, and creator-led narratives to deepen emotional engagement.
Product Experience
We reimagined the product experience to reinforce Andis’ positioning as a brand that champions creativity. Industrial designers focused on delivering professional-grade functionality in a sleek, modern design that met the evolving needs of creators. To enhance shopability, professional packaging was elevated with premium materials, uncluttered layouts, and a refined unboxing experience, signaling quality and exclusivity. Consumer packaging embraced vibrant color blocking and dynamic design to inspire self-expression and engagement.
eCommerce Expansion
A new website seamlessly integrated brand storytelling, product education, and a streamlined shopping journey, ensuring both professionals and at-home users could easily find the right tools. Dynamic visuals, interactive elements, and elevated product presentation reinforced Andis’ premium positioning while enhancing engagement. This approach transformed the site into a destination for creators, strengthening brand loyalty.
Campaigns
We developed a cohesive brand and product communications strategy that seamlessly connected Andis’ belief in creativity with its product offerings. Brand messaging moved beyond technical specs to highlight how Andis empowers creators, while product communications emphasized both performance and design in a way that resonated with professionals and at-home users alike.
Brand Collaborations
We launched the Andis Creator Series to spotlight artists who embody the brand’s creative spirit, starting with the Compton Cowboys—a collective redefining legacy and self-expression. This collaboration blended storytelling, culture, and craftsmanship, reinforcing Andis’ commitment to empowering creators while expanding its reach beyond traditional grooming audiences.
