Branding | Product design
Creating in the space between method and mystery
Grad School Project: Strategic design, packaging design and branding of a men's personal care line.
2012, Graduate School Project, Art Center College of Design.
What began as a playful attempt to revamp the women’s beauty company, Avon, we discovered an opportunity to do so unconventionally— we created a new men’s personal care brand and product line.
In 2012, before men's grooming became en vogue in the US, we saw a rising need and gap in the market for men's personal care products. We designed Black.
We found men wanted to invest in products that make them feel well groomed, and cool, while remaining subtle. They were embarrassed by or unsatisfied with their personal care products as the brands do not resonate.
MODERN refers to the value derived from a brand being new and cutting edge, where as heritage products derive value from timelessness and nostalgia.
LIFESTYLE refers to the essence of the brand extending and resonating beyond the product where as utility is relating to the specific value the product offers through funcitonality.
MASS MARKET refers to the accessibility of the line due to price point and the scale.
LUXURY describes the brand experience with respect to packaging, aesthetic and feel.
Black is intended to be a mass luxury product similar to that of Trader Joes, Nike, Apple and Beat by Dre.
SOPHISTICATED speaks to the tone of the brand. Black is classy and witty; unlike "outrageous" which tends to be comedic without subtlety; think Old Spice and Red Bull.
MASCULINE speaks to the gender of the brand pointing directly to men, as Black does, where as neutral brands avoid gender appeal for example american apparel for clothing and kiehl's in the personal care space.