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Cribcut engaged 5&Vine to help rename and rebrand their company, and support the launch of virtual services in the wake of COVD-19.
Cribcut had an established business providing on-site haircuts at workplaces across North America. They wanted to expand their service offering beyond haircuts and, in the wake of COVID, add virtual services to support remote workers. Their existing name – Cribcut – was holding them back as it was too focused on hair.
The rebrand process began with a critical rename. We chose the name Bright to convey the brightness we can facilitate in someone’s day. To seamlessly integrate into the new pandemic reality, we morphed Bright’s messaging away from exclusive in-office services towards a fluid model that focused on employees that either WFH or have transitioned back to the office. The message: no matter where you work, and no matter your level of experience in the fitness world, the Bright Pass empowers every employee to feel their best. To bring this feeling to life, we designed a logo that represents the sun as seen through vertical blinds, enabling our customers to allow as much brightness into their day as needed or desired. We also developed a robust brand guideline to help drive consistency across all external and internal touchpoints.
A compelling new brand and value proposition that has fuelled the organization’s adoption by Zenefits, WeWork, Mattel, ThompsonReuters and more.
“5&Vine was amazing to work with. We were looking for leadership and guidance on re-branding our company and that’s exactly what we got. Rahul is a true artist: from value proposition, to name, through to logo and design, we now feel like we have the foundation to build a transformational company in the employee well-being space. Thanks 5&Vine!”
– David Howe, CEO