Act of Being
A men’s skincare brand, built from a manifesto. Be seen.
Launch a men’s skincare brand into a crowded market, and give it something to say.
Beyond the surface. November 2019 to March 2020.
Creating a men’s skincare brand in today’s saturated market was a challenge. Before design, we focused on customer profiles and competitive research. We created a manifesto for the brand and built a modern lifestyle brand with roots in Los Angeles. The brand’s cruelty-free pledge was carried by man’s best friend, the dog.
Be Seen
In which skin becomes a statement.
Customer profiles and competitive research came first, then a manifesto. Act of Being sits with the new brands that have taken masculinity somewhere new, where community and lifestyle are balanced with performance. Its purpose is an Act of Defiance; its promise, an Act of Performance.
You deserve to be seen.
The wordmark
In which the O steps up.
A wide, spaced wordmark with a small O lifted inside OF. Gotham and Archer for type; black, white, a deep blue and a run of skin and leather tones for color; four benefit icons for Extreme Hydration, Antioxidant Shield, Age Defense and Pollution Protect.
Daily Ritual
In which the range goes brown.
The launch range: Daily Face Wash, Daily Moisturizer and Daily Eye Cream for the daily ritual, Grooming Oil and Shave Cream for grooming, and a Wisdom candle. Every product carries the HP+ prefix and its benefit icons.
On screen
In which the brand goes live.
A mobile teaser first, then actofbeing.com, a Bloomingdale’s sleeve and a social feed of torn paper, single words and product lit in the dark.
Photography
Photography in the brand book and social posts is licensed stock and is not my work. Shown for the identity, layout and typography.