MENS COSMETICS PACKAGING DESIGN
Creating a product and packaging solution that appeals to a man while still embodying how he wants to feel. Also being able to extend the brand relationship outside of the packaging experience and to another medium.
Currently mens cosmetics is one of the fastest growing categories of the cosmetics industry. Men want something easy and quick to use, something straight forward and to the point. Men will also spend extra money on a product they believe in and have brand loyalty towards.
An easy to use and accessible skin care line for active men who enjoy physical activity in their free time, has a professional day job and wants an efficient and effective approach to maintaining a vital and youthful appearance. The packaging design promotes a modern tone using simple shapes and structure. It differentiates from other products with its dynamic shape, sophisticated color palette directed towards men.
After month’s of research and interviews with potential demographics It was a clear decision to design a mens anti-aging cosmeceutical. After that I started researching and creating a full line of products that complimented one another.
Xander was inspired by my father who is within the target demographic. His name is Alexander, named after Alexander the Great (I’m Greek). This set the inspiration for the brand identity, promoting a modern tone using simple shapes and structure.
What Makes Xander Different
Xander differentiates itself from other products by its use of dynamic shape, visual language, and sophisticated color directed towards men. As well as the integrated brand story throughout the packaging experience.
Xander utilizes the story of Alexander the Great by turning the packaging into stone through augmented reality with quotes carved into it, with the option of further descriptions and details of Alexander the Great and the significance behind his reign.
After Alexander was asked, by his generals on his deathbed who was to succeed him. It has been speculated that his voice may have been indistinct, and that he may have said "Krateros" (the name of one of his generals), but Krateros was not around, and the others may have chosen to hear "Kratistos" — the strongest
Xander’s demographic consists of active men who enjoy physical activity in their free time. The Xander man has a professional day job and wants an efficient and effective approach to maintaining a vital and youthful appearance.
The advertising campaign shows a Xander man along with a quote from Alexander the Great to help further extend the brand.
Xander is sold in finer department stores and typically bought by the sophisticated business man or his spouse. The unique packaging shape allows for a variety of opportunities in presentation and merchandising.
What I Learned
With this project being my first entry into a competition, It was eye opening to see how getting out of your comfort zone and putting in the extra time can be so rewarding. After being selected as a finalist for this national packaging competition, this project really showed me how scrappy I can be when needed. Spending hours trying to figure out something I have never approached before, like designing a 3-Dimensional pyramid box to one flat piece of paper, working with printers to find the right material for different lighting effects, hand airbrushing bottles, mixing paints, etc.