Designing a minimalist, modern androgynous skincare brand.
Level Up Skincare is a luxury skincare brand currently focused on the male market. The cosmetics are aimed at metropolitan-based men, aged 25 to 45, well educated, and care about sustainability. The product will be sold at large stores, such as Mr. Porter, Selfridges, Space NK, and online.
To create a brand aesthetic for the environmentally conscious male that was both minimalistic and luxurious. The aesthetic also needed to be androgynous as the client hoped to eventually bring a female line of products to the market.
A sleek and luxurious aesthetic that could be used for either male or female cosmetic products.
Discovery & Research Branding Strategy
Market Positioning Logo & ID Systems
We aimed to create an aesthetic for the environmentally conscious male that was minimalistic.
As a young metropolitan-based male himself the founder, Casper Moran, had noticed that most cosmetic brands aimed at men were over masculinised. In turn he wanted to create a minimalistic brand aimed at men that cared about what was in their products and its impact on the environment.
We helped him research the market and his competitors to understand how best to position his brand in an already saturated market place. We found that cosmetics brands for men focused too heavily on being masculine instead of being effective and sustainable.
The challenge came from walking the fine line between environmental concern and luxury skin care. But also avoiding designs that could be considered feminine.
"Matt was excellent throughout the whole process, his work was extremely high quality and designs beautiful. He not only designed an excellent logo for my brand but also provided real contextual mock-ups which brought the logo to life.
I would recommend Matt to anyone looking for outstanding graphic design handled with diligence and enthusiasm."
Founder • Level Up Skin Care, London, UK