Dome
Skills applied:
Branding development, Art direction, Conceptual
A tribe with an unspoken bond
Increasingly, guys who have started losing their hair are deciding to bite the bullet and get rid of the rest. With the global male grooming market booming, our plan is to awaken the interest of men without hair by creating a new brand of scalp care products that will help them look and feel their best.
Challenge
The goal was to launch a concept brand that demonstrates its understanding of an overlooked segment of the male population both through its product line and its purpose-driven attitude, with a mission to inspire its audience to boldly embrace their look and help them realise their scalp requires special attention.
To challenge established industry norms much like direct-to-consumer razor and beard-grooming start-ups have done within their categories.
Outcome
The concept achieved was confident, approachable, smart. The attitude of an innovative start-up defining a new category. The art direction is minimalistic with a striking colour palette and subtle photographic of the demographic type. The aim was to target men at 25-45 who are bald or shave their heads.
The focus is primarily on urban guys with disposable income whose scalp care regimen includes a combination of mainstream products nourishing cream, protective lotion, shampoo scalp wash and on-the-go head wipes. The taglines are short and product informative to keep design minimal and suitable for quick glancing advertisement.