American Crew Blueprints

Until 2011, American Crew was virtually the only salon brand created exclusively for men. But as the potential in the men’s grooming market became more and more apparent, so did the competition.

So we created an in-salon initiative with an editorial-style coffee table book designed to remind men what the brand stands for—and to define what makes Crew different from any other product on the shelf. Authority. Authenticity. And, most importantly, classic masculinity.