Men's Grooming
Brand architecture and identity treated as growth infrastructure — the system that lets a portfolio expand without losing its own outline.
Beardo — from the Alma Mater reel
In Thirty Seconds
Brand architecture, portfolio definition, identity system and packaging architecture for a men's grooming house — and the creation of Whisky Smoke, the top-selling fragrance in the range.
The Situation
A grooming house that keeps adding products has a structural problem before it has a creative one. What each range is for, how a pack behaves, and where a new product belongs has to be decided once — not renegotiated at every launch.
Alongside the architecture came the product itself: the creation of Whisky Smoke, the range's top seller, with the Dark Side launch beside it.
What the Work Covered
Whisky Smoke
- Creation of Whisky Smoke, the top-selling fragrance in the range
- The product world carried from proposition through to pack
- The Dark Side launch alongside it
Brand Architecture & Portfolio
- Brand architecture for a growing grooming house
- Portfolio definition — what each range is for and who it is for
- Identity system that keeps a fast-expanding range coherent
Packaging Architecture
- Packaging architecture across the range
- Shelf and screen legibility — a pack has to work as a thumbnail before it works in the hand
- A system new SKUs can join without the range being redrawn
Scope of Engagement
- Category
- Men's grooming
- Lead product
- Whisky Smoke — top-selling fragrance
- System
- Brand & packaging architecture
Disciplines
- Brand Architecture
- Identity System
- Packaging Architecture
- Product Creation
From the Client Side
Have always been impressed with his insightfulness, width of knowledge, business centric approach & work ethics. Glad to bring his venture Alma Mater PLC on board with Beardo as Growth Hackers…
More Work
Work of This Kind
The pattern transfers.The answer never does.
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