The shooting, which happened in the 3000 block of Shattuck Avenue at about 6:50 p.m., fatally wounded 35-year-old Hercules resident Kenneth Allen Warren.
Paramedics transported Warren to a hospital where he was pronounced dead.
Warren worked near the shooting site at Don's Headquarters barbershop at 3019 Shattuck Ave., according to police.
Police don't have any information about suspects or a motive in the shooting except to say that they don't think it was a random crime.
The city is offering a $15,000 reward and an additional $2,000 is available through Bay Area Crime Stoppers.
Anyone with information about the killing is asked to call the Berkeley Police Department homicide detail at (510) 981-5741, the 24-hour line at (510) 981-5900 or an anonymous tip line at (800) 222-TIPS (8477).