Simple Guy
BRANDING
PACKAGING
MOTION
MARKETING
Simple Guy is a men’s skincare brand for the everyday guy who wants a high-quality product that just works, no frills. The challenge was how to stand out visually in the men’s skincare market, where products tend to blend together on the shelf.
The solution was a bright, bold color palette and a playful, instantly recognizable mascot as the brand’s icon, since most men’s skincare relies on a wordmark alone and very neutral tones.
As the sole designer, I handled every aspect of the brand. I built the visual voice around a strict grid and accent monospace typography for a structured, industrial loo. Layouts were kept minimal to match the no-nonsense promise. To keep the brand from feeling cold, I inject some personality with hand-drawn scribbles and rough underlines that contrast with the technical type.
DELIVERABLES
Brand guidelines, marketing campaign concepts, logo animation, product packaging
MARKETING CONCEPT
The marketing challenge was to convince non-skincare men that skincare matters, and that Simple Guy is the best and easiest way in. Since the brand’s promise is that we do the research so customers don’t have to, it had to come across as extremely reliable; testimonials and brand ambassadors build credibility to backs that promise up.
The messaging centers on a simple idea: trust us with your skincare so you can get on with everything else.
