R&R HeadLabs

Research/Brand Strategy/Identity Design/
Store Design/ Advertising

“Go Public”

We partnered with R&R Head Labs to launch a purpose-driven barbershop brand unlike any other—one that employs and empowers formerly incarcerated barbers.

TheorySF reimagined the brand from the ground up, creating a new name, identity system, and campaign that blended style, music, and art into a cultural movement.

The result, R&R Head Labs, became a symbol of transformation with its “Go Public” campaign—encouraging individuals to see themselves as their own startup, full of value and potential.

Through design, storytelling, and community activation, R&R evolved from a barbershop into a destination—proof that creativity and second chances can spark real change.

Black background with a white square border. Inside, large bold white letters spell "R&R" and smaller white text reads "Head Labs".

Problem

Launching a new barbershop brand is one thing. Launching one that
employs formerly incarcerated barbers is something else entirely.

R&R Head Labs needed to stand apart from typical grooming spots
by embracing its deeper purpose. Through research, we discovered
these barbers weren’t just talented—they were masters of every hair
type and style, honed through years of practice in prison

But the brand had to be more than a shop; it needed to become a
cultural destination, blending hair, music, and art to inspire every
visitor who walked through the door.

Solution

The client’s original name, “Rabbit Rabbit,” felt too obscure, so
TheorySF reimagined the brand as R&R Head Labs—short, memorable,
and resonant. “R&R” conveyed approachability, while “Head Labs”
captured the experimental spirit of a space where fresh cuts, new sounds,
and unique art converge.

We created a flexible logo system, collaborated with Nike’s Mark Smith
on an inspiring interior, and launched the Go Public campaign. With its
mantra—“You are your own startup. You’ve got assets. You have value…
It’s time to go public”—the campaign reframed the barbershop experience
as an investment in self.

By blending design, music, art, and community, R&R became more than a
shop—it became a catalyst for transformation.

Result

The barbershop has been flooded with business. News outlets across the
country have covered the story. Customers rave online with glowing reviews.

Most importantly, justice-impacted barbers are getting a second chance—
proving their artistry daily and inspiring every client who sits in their chair.