Fellow Barber

NYC and SF barbershop and product line.

Agency: Sweden Unlimited

AD: Emily Jane Davis

Fellow Barber is the original modern barbershop. Fellow Barber ignited a barbershop renaissance by modernizing the classic neighborhood barbershop. Offering a simple, high quality haircut in a welcoming environment, Fellow Barber makes a luxury experience accessible and turns an errand into an enjoyable part of your routine.We were asked to take over all content creation for all digital channels: website, social, emails, etc. By creating a content strategy and incorporating branded elements, we were able to create a fun candy world. 

My role: Art direction, social strategy, photography, and design, for digital content creation. 

Fellow Barber

media before   

Fellow Barber social media after   

In three months we were able to increase Sugarpova's social media engagement, followers, average likes, & average comments. 

We were able to do this by branding the social media with consistency of the lip logo, color palette, and using sensorial imagery.



We created Giphy stickers of all of the Sugarpova candy, Maria herself, and additional seasonal stickers.

These are a few examples of the stickers currently on Instagram and Giphy.



Captions: We incorporated education on the products, and created a playful brand voice by utilizing Maria more and creating Smooch the mascot.

Hashtags: We wanted to use as many hashtags as we could that were appropriate for the caption and ones that performed well for candy brands and food posts.

Everyday Tonic is your hair and skin savior. Gentle + hydrating enough for—you know—every single day. ⁠

#parabenfree #sulfatefree #everyday #dailyroutine #haircare #skincare #fellowbarber #everyday #tonic #allnatural #hydrate #allday #menscare #mensstyle ⁠

A good cut is all about the grow out. Keep the good hair days coming long after you hit the barbershop. ⁠


#selfcare #freshcut #goodhairday #haircare #barberlove #salon #instahair #shorthair #menshair #freshfade

Black + white kind of mood today. #backtobasics

#fellow #fellowbarber #lifestyle #blackandwhite #barberlife #motorcycle



Meet Smooch! 

Huggable and relatable, the Sugarpova mascot, Smooch, is the  always-entertaining, ready to celebrate, super inviting part of the Sugarpova brand come to life.

We teased out the launch of the mascot over social in February 2020 and revealed it on Valentine's Day. 

The launch included a user interactive experience of voting on the name of the mascot the day it was revealed. The voting was promoted through Instagram and emails that led to the website.



This is a sample of current social media posts.

We are continuing to generate new and relevant content. 

  • LinkedIn
  • Instagram
  • Vimeo