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Strategy, Design, Experience

Bristles & Mane

Bristles & Mane is an exciting next-generation personal care services brand aiming to disrupt the status quo with an innovative offer actively promoting confidence boosting care and solutions.
Category
Luxe Lifestyle
Tags
Art direction, Artwork & Production, Brand Architecture, Brand Attributes, Brand Book, Brand Culture, Brand Definition, Brand Environment, Brand Guidelines, Brand Identity, Brand Naming, Brand Portfolio, Brand Positioning, Brand Purpose, Brand Tone & Voice, Brand Values, Brand Workshop, Corporate Gifting, Customer Experience, Customer Journey, Launch Strategy, Logo Development, Market Research, Messaging & Story, Organizational Design, Product Naming, Tagline Development, Verbal Branding, Visual Identity
Context

The brief was to create a dynamic identity and brand toolkit which could give a consistent brand footprint across a wide range of services within the personal care category and to help position the brand for a newer, more mobile and digitally astute generation – helping them become leaders in the category.

The brand was named Bristles & Mane – the yin and yang of male grooming culture – the one with bristles and the one with flowing mane. One known for portraying strong will and determination while the other depicts a life that indulges in a world of wonder and unique. Both natures together turns life both fulfilling and exciting.

The brand identity evolved as the metaphorical mirror to life’s key moments. The moments in life that shape the person we become – the ‘swank’ we carry!

Our strategy was to base the brand closely around the audience and make sure that it engages with men from diverse backgrounds and experiences.

Strategy

Our strategy revolves around the notion that when you embrace your true self, great things happen. It was important that consumers viewed Bristles & Mane as Professional, Hi-tech, Premium, Stylish and Luxurious. We positioned the brand by asserting Bristles & Mane’s superiority through aspirational visuals and powerful brands under a unified slogan “Evolve your Swank”.

Step out of your head
Face your fears
Find your greatness
Knock on its door
Fight for it
Be the star
Finish Strong
Evolve Your Swank!

View the Swank Book

The ‘Evolve Your Swank’ tagline positions Bristles & Mane as a brand that gives an identity to all men

Outcome

For the men comfortable in their own skin, we created a sophisticated brand that made self-expression something worth shouting about. The brand was built around the sentiment cum tagline: Evolve Your Swank – one visit at a time. We created a bespoke wordmark and lettermark for the brand along with a graphic toolkit and brand art direction.

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