Hey Bro Keep it Pro
BIRTH OF
A SLOGAN
Reinvention is not just about changing a name—it’s about redefining identity. When MOSER was integrated into WAHL, it wasn’t just a corporate transition; it was a shift in identity for a line of tools trusted by professionals for decades. At ZAZOPOULOS S.A., we weren’t just distributing these tools—we were shaping their presence in the Greek market, and it is our responsibility to ensure that their legacy is carried forward as part of the one WAHL strategy.
PREMIUM PRO RANGE
Barbering isn’t just a profession; it’s a culture. It’s built on tradition, skill, and mutual respect. Professionals greet each other with a nod, a handshake, a simple
"HEY BRO"
It’s an unspoken recognition of dedication to the craft. The phrase reflects the camaraderie of barbershops, where knowledge is shared, and skills are sharpened. But professionalism isn’t just about experience—it’s about mindset.
"KEEP IT PRO"
is a call to excellence, a reminder to refine the craft, take pride in the work, and use the best tools to achieve it. Whether a seasoned expert or an emerging talent, this phrase is a commitment to high standards.
This slogan is more than a product transition—it’s a bridge between MOSER’s heritage and WAHL’s dominance. It embodies identity, confidence, and the professionals who move the industry forward—one precise cut at a time.
FROM CONCEPT TO DESIGN
Reinvention is not just about changing a name—it’s about redefining identity. When MOSER was integrated into WAHL, it wasn’t just a corporate transition; it was a shift in identity for a line of tools trusted by professionals for decades. At ZAZOPOULOS S.A., we weren’t just distributing these tools—we were shaping their presence in the Greek market, and it is our responsibility to ensure that their legacy is carried forward as part of the one WAHL strategy.
FINDING
This concept fuses tradition and modernity in barbering. At its core, it represents the seamless balance of masculine and feminine energy, skill, and artistry—captured in the pairing of a man and a woman.
The models’ styles reinforce this message. The male figure, rugged yet refined, embodies the classic barbering archetype—bearded, stylish, and confident.
BALANCE
The female figure, with her bold undercut and contemporary edge, represents the rise of women in a once male-dominated industry. This duality isn’t just aesthetic—it signifies inclusivity, the evolution of the craft, and the breaking of outdated norms. Their juxtaposition isn’t about contrast but harmony—a blend of old-school craftsmanship and modern innovation, proving that precision and professionalism transcend gender.
BLADES & INK
When we began this project, one thing was clear—it had to cut through the noise. Barbering isn’t polished; it’s raw, sharp, and unapologetic. Clippers buzz, trimmers glide, and the shop air carries the energy we wanted to capture—not perfection, but precision. The same elements that define a great fade define great design:
contrast, flow & balance
This design isn’t smooth—it’s carved. The high-contrast inked texture mirrors the rough edges of a clipper’s first pass, the grit of a barber’s hands, the bold strokes of a pro who knows every cut tells a story. Like a fresh fade, it’s about knowing what to remove to make the final look stand out.
BY HAND
At Zazopoulos Creative Department, we approach every project with the same authenticity and precision as the barbers we design for. In a time dominated by A.I. and digital tools, this piece was created by hand—pens, brushes, and ink—staying true to the craft. Real artistry isn’t about automation; it’s about skill, intent, and knowing the work.
Every line, every break in the ink is intentional—just like every move behind the chair. This design isn’t just about art; it’s a tribute to those who turn a simple cut into a signature. Because in this industry, flawless isn’t the goal—flawless execution is.
TYPOGRAPHY
Typography is more than just picking a font—it’s about making it work with the art, the message, the energy behind it. We chose a famous sans-serif geometric font for its solid, structured presence. No frills, no unnecessary details—just clean, strong letterforms that command attention. But the real challenge was making it belong to the design. The inked portraits weren’t just illustrations; they had movement, rough edges, raw texture. We didn’t want the type to just sit next to them—we wanted it to feel like part of the same world. The typography had to push and pull, to fit into the dynamic of the artwork without losing its authority.
VERSIONS
Design isn’t just about making something look good—it’s about making it work. Whether it’s stacked, linear, monochrome, or accented with color, every layout serves a function. Some versions highlight the raw inked portraits, keeping the artistic essence intact. Others strip it down to pure typography, ensuring clarity in tighter spaces. The balance of bold type and illustration had to remain consistent, no matter the format.
MOCKUPS
MEDIA & MERCHANDISE
This concept isn’t just a logo—it’s meant to be worn, lived, and carried into the shop. From hoodies to other wearable pieces, it’s a statement that moves with the barbers who represent it. Striking in print, bold on fabric, and designed to stand out, this identity isn’t just about visuals—it’s about culture.
TEAMWORK MAKES
THE DREAMWORK
