R&R HeadLabs
Uvoya Brand Strategy/Design
“Go Public”
We created a cohesive campaign of assets highlighting customer use cases and the importance of backing up files with Backblaze cloud storage – all centered around the campaign slogan “Blaze It.” Online video, digital ads and social posts were created and geo-targeted in New York leading up to and during the IPO, with a Times Square takeover of all major video boards on IPO day.
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.
