Mock Men's Lotion Brand. Project was to explore branding from beginning to end, and create a full package from brand name, logo, and assets to promotional/advertising items. 

Here I wanted to work in the mid-level market, pushing the product towards affordable luxury. I wanted to target primarily 18-35 year old males, and maintain a solid, simple design that embodied clean, classy aesthetics.

I began with the name, True North, as a starting point for the business, as I felt it was a strong, reliable name that had ideas of direction, motivation, and drive. I built the logo upon that ideal, focusing mostly on a lettermark, with minimal flourishes. I liked the idea of a global appeal and reach, which was represented in the degree mark at the end. Afterwards I built the black and white versions, monogram, and brand assets. I stuck to solid colors that felt strong and bold to reflect that aspect of the brand, and finally built a single ad.