This project involves designing packaging and labels for a new line of cleaning products called "TOUGH" that targets a male identifying audience.
The goal is to create a brand that thoughtfully appeals and targets the audience while also making a statement
The project was based on a personal perception of masculinity and how this is represented in our current society:
As i see it modern masculinity is a "fluid" concept, that breaks free from old stereotypes and prejudices. It's about embracing a diverse range of qualities like empathy, vulnerability, and emotional intelligence, without being confined to traditional gender norms. Similarly, femininity should be liberated from these restrictive stereotypes.
In this project I aimed to reflect this by moving away from binary descriptors, making the products and attributes accessible to everyone regardless of gender. In an effort to try redefine masculinity or femininity, while embracing the richness of human diversity.
The design of the product and its relation with the intended audience its based on what we could define as an "universal appeal", The category of men doesnt need to be necessarily a stereotyped vision of being strong, rude, and wild. It can also be saturated fun colors next to interesting patterns. By embracing this approach, the brand can not only benefits from having more potential costumers but also reaches new customers that are not usually targeted.
The product's design and its alignment with the intended audience are rooted in what we could define as a "universal appeal." The portrayal of a male audience doesn't have to conform to stereotypical notions of strength, roughness, or wildness. Instead, it can incorporate vibrant colors, simple designs and playful typefaces. By offering products that align with the lifestyle and sensibilities of young men, we not only address a market gap but also contribute to broader conversations about gender equality and inclusivity.
This project presented a unique opportunity to challenge traditional gender norms and cater to the evolving market landscape. By targeting young men with a brand that promotes self-sufficiency, confidence, and a conscious relation with the environment we can tap into a previously underserved demographic. Through a strategic packaging design and messaging that emphasizes strength, efficiency, and a touch of humor, I aimed to create a brand identity that resonated with the target audience.
This project was also a challenge in production terms, I didn't made use of mockups, so all the photography, retouches and constructions of the products were made, directed, and produced by myself.
