Brand Creation & Creative Direction
Man
Crave
Built from a market gap in men's grooming — a bold, performance-driven brand for discount retail. Complete brand system across 15 product lines covering hair, shave, bath, foot and oral care.
Brand Creation & Creative Direction
Built from a market gap in men's grooming — a bold, performance-driven brand for discount retail. Complete brand system across 15 product lines covering hair, shave, bath, foot and oral care.
The 4-Colorway System
The men's grooming space at Marshalls, HomeGoods and Burlington was saturated with generic, unbranded product that communicated nothing beyond function. No brand voice, no visual system, no reason to choose one product over another.
The opportunity was to build a brand that punched above its price point — one that looked premium on shelf, spoke directly to its customer with attitude and humor, and could scale across every grooming category a man needs under one cohesive identity.
Premium Kits & Electronics
Master your grooming game.Man Crave — Brand Tagline
I built Man Crave from the ground up — name, logo, colorway system, tone of voice, and packaging direction across 15 product lines. The brand needed to work hard at retail: immediately readable, visually dominant on shelf, and consistent enough to signal a real brand rather than a commodity product.
The 4-colorway system — red, charcoal, blue, olive — runs across every single product line, creating a billboard effect when grouped together in store. Every product in all four colorways so the brand owns wall space rather than individual shelf slots.
The copy voice is the brand's secret weapon. Bold humor anchored in real product performance — the man picks it up, laughs, and buys it.
Brand in Context
Colorway System in Action
Four colorways. One brand signal.
2pk Combs — Hair care
Consistent system across every category.
6pk Trimmer Razors — Shave
Brand Voice — Packaging Copy
Full Packaging System — 15 product lines
Spring 2025 product catalog
Lookbook & Brand Direction
Every product line produced in all four colorways — creating a billboard effect at shelf level. When the brand occupies a section, the color system signals Man Crave before the logo is read. This is how a brand wins at discount retail.
Man Crave launched as a cohesive, scalable brand system with a clear voice and distinctive visual identity — positioned to compete in a crowded discount retail environment where most products have none of either.
