Free The Birds Designs Inclusive Men’s Grooming Brand The Fellowship
Free The Birds has revealed their latest work for an all-new inclusive men’s skincare brand, “The Fellowship,” by model and entrepreneur Andrew Cooper, and award-winning marketer Duncan Morris. The disruptive brand identity brings together packaging design, typography and tone of voice to communicate The Fellowships core values of community and equality – what the brand describes as “the ethics of the modern gentleman. “.
In order to reflect The Fellowship’s ambitions to disrupt more traditional notions around masculinity, and also to ensure that the new brand stands out from its peers on the shelves, Free The Birds has deliberately gone for a chartreuse color palette. eye-catching – a significant departure from the rich, heavy tones typical of the category. “The tradition with men’s grooming is to go for grays, blacks and browns. But notions of masculinity are changing, and with that, our gender biases about color,” said Nick Vaus, Creative Director. and partner of Free The Birds. “The bright, accented color palette we chose conveys exactly the sense of modernism that The Fellowship and its target customers embody, and also ensures that the products immediately grab the customer’s attention, which is especially important for news stories. brands entering this competitive market. Category. “
On each product, bold informational labels are arranged against a solid white background in the form of an equal sign (=) – a striking design that artistically sums up and communicates The Fellowship’s core values. Simple lids, pumps and jet black text, meanwhile, create an industrial feel and inject a level of maturity and quality into the design.
For informational labels, a simple sans serif typography facilitates a clear and direct message around the benefits of each product, while the “equal” pattern appears again in each description to help communicate a sense of “no-frills” simplicity. on self-maintenance, which the brand also wanted to defend.
The Fellowship’s name and logo, meanwhile, are proudly printed in bold black type on the side of each packet in negative white space – a deliberate move that speaks to the attitude of pride and shamelessness around care and personal identity that the Fellowship hopes to foster within its client community.
The brand’s bold identity will first appear on The Fellowship’s “Essential Founders” kit, launched this week, featuring a body wash, body cream, moisturizer, shampoo and conditioner, before to be extended to other products later in the year.
Pictures: Courtesy of Free The Birds