1: Brief
2: Key Deliverables
3: Scope
4: Brand Identiy & Tone
6: Web
7: Closing Thoughts
Brief
Our work on the Start Growing project aimed to create a brand that stands out in the men’s grooming industry, offering high-quality products that cater to the specific needs of different beard types and lengths. Designs reflect the essence of the brand and its commitment to quality and customer empowerment.
Key Deliverables
Scope
Start Growing is a subsidiary of a personal care holding company, aimed at serving a growing market segment: young adult men who are particularly attentive to personal care, primarily driven by social media. The challenge is to create a brand that resonates with this younger audience, many of whom may be new to such products, while also maintaining a communication style that preserves the aspect of independent adult manhood that this demographic aspires to achieve.
Consumer Attraction
The product’s visual appeal should attract consumers’ attention, standing out in the competitive market.
Brand Evaluation
The brand should be perceived positively by consumers, associated with values such as quality, innovation, and reliability.
Brand Recognition
Impact on Sales
The design should contribute to increased sales of the product, demonstrating its effectiveness in attracting and converting consumers
Personas: Identifying Target Consumers
Behavior: Alex is highly active on social media and follows influencers and trends closely. He values personal grooming and sees it as a way to express his individuality. He enjoys trying new products and is willing to invest in high-quality items that enhance his appearance.
Goals: Alex aims to maintain a stylish and professional image, both in his personal and professional life. He is interested in products that cater to his specific grooming needs and prefers brands that align with his values of sustainability and authenticity.
Pain Points: Alex is often overwhelmed by the sheer volume of grooming products available and struggles to find ones that truly deliver results. He is also cautious about brands that make exaggerated claims or use harmful ingredients.
Behavior: Ryan is ambitious and driven, constantly seeking ways to improve himself and his business. He values efficiency and looks for products that fit seamlessly into his busy lifestyle. While he is new to the world of grooming products, he is eager to learn and experiment.
Goals: Ryan wants to project a confident and polished image as he grows his business. He is interested in grooming products that are easy to use and offer visible results. He is also drawn to brands that have a strong online presence and engage with their customers.
Pain Points: Ryan is unsure about which grooming products are best suited for his needs and often feels overwhelmed by the options available. He is also conscious of his budget and looks for products that offer value for money.
Brand Identity & Tone
The logo for Start Growing is designed with a distinctive split symbolizing the brand’s focus on personal evolution and progress. Surrounding the logo are dynamic and fluid elements that suggest growth and movement, while also subtly resembling the beard hair, tying into the brand’s core offering of beard care products. The typography is handcrafted, adding a bespoke and artisanal feel to the brand’s visual identity. The color palette is carefully chosen to convey a sense of modernity, reliability, and natural essence, reflecting the brand’s commitment to quality and authenticity.
Tone: Crafting the Brand Voice
Start Growing sets itself apart from other brands by engaging consumers with a message that is both relatable and impactful. Its tone of voice is fluid and confident, aiming for a balanced and inclusive approach while avoiding being overly masculine or excessively bold. We aim to resonate with a diverse and young audience, reflecting the commitment to authenticity and the self-image of its customers.
Typography: Establishing the Visual Language
The choice of Montserrat for titles and Lato for paragraphs was made to convey a modern, clean, and professional image for the brand. Montserrat is a geometric sans-serif font that has an elegant and contemporary appearance, perfect for highlighting titles and creating a strong visual presence. On the other hand, Lato is a humanist sans-serif font that is easy to read in smaller sizes, ensuring that paragraphs are legible and convey a sense of accessibility and simplicity. Together, these fonts complement the brand’s identity, adding a touch of sophistication and coherence to the overall design.
Packaging
Designed to reflect the brand’s commitment to quality and accessibility. The packaging features a clean and modern design that aligns with the brand’s ethos of making beard care simple and approachable.
Overall, Start Growing’s packaging is a perfect blend of style, functionality, and affordability, making it an ideal choice for those looking to start their beard care journey.
Materials and Finishes
In a design case, material choice is pivotal for product success. Selected materials impact packaging’s visual appeal, convey brand values, and enhance user experience. By selecting materials aligned with brand identity, we created standout, resonant packaging.
Shampoo, Balm, and Oil
These products will feature the same design base, with variations in bottle size and cap type. The Shampoo will be packaged in a larger, transparent plastic bottle with push-down cap for easy dispensing. The Balm will come in a medium, round tin with a disc-top lid. The Oil will be housed in a sleek, dark glass bottle with a dropper cap for precise application. Each product have a label that maintains the brand’s minimalist and modern aesthetic, with the Start Growing logo prominently displayed.
Mustache Wax
The Mustache Wax is packaged in a matte-finished metal tin. The packaging have a smooth texture, conveying a sense of quality and sophistication. The design is minimalist, with the Start Growing logo embossed on the top of the lid, providing an additional tactile element. The choice of metal for the packaging aims to differentiate the product and create a unique sensory experience for consumers, standing out on the shelves and encouraging purchase.
Lip Balm
The Lip Balm is packaged in a slim, cylindrical tube with a twist-up mechanism. The tube have a smooth, plastic finish, making it easy to apply the balm. The label is simple and modern, with the product name and key information clearly legible. The slim design of the tube will make it convenient to carry in a pocket or bag.
Kit Combo
The Kit Combo is packaged in a sturdy, cardboard box with a matte finish. The box have a smooth texture and features a stylish design that reflects the brand’s identity. The box include all the products neatly arranged inside, with the Start Growing logo prominently displayed on the front. The packaging will be compact and easy to carry, making it ideal for gifting or travel purposes.
Web
The user journey, user flow, and sitemap work together to create a seamless user experience on our website. Explore our Figma files below to see how these tools complement each other:
User Journey
User Flow
Sitemap
Web Design
Closing Thoughts
In reflecting on the journey of designing Start Growing, we’re reminded of the challenge faced: creating a brand that not only stands out but also speaks to the diverse and style-conscious audience in the grooming industry. The solution came from a deep understanding of its audience and a keen eye for detail, allowing to craft a brand identity that feels both modern and authentic.
The choice of typography, colors, and imagery was crucial in conveying our brand’s values of quality and individuality. We wanted the website to be more than just informative; we wanted it to inspire and engage visitors, turning them into loyal customers. This meant designing an interface that was intuitive and seamless, ensuring a positive user experience at every step.
Looking ahead, I’m excited to see how Start Growing will continue to grow and evolve. The design philosophy will always be at the core of the brand, guiding the decisions and helping connect with the audience in meaningful ways. It’s been a rewarding journey so far, and we’re eager to see where it takes us next.