Making a timeless brand for a made man

Drawing from the Mafia-inspired name, we created a brand identity centered around the concept of being a “made man.” Moodboards referencing whiskey bottles, tattoos, and old school barber shops visualized a type of person and lifestyle our target audience wanted: rugged by day and dapper by night. The brand features a simple yet strong aesthetic, clean lines, and a glimpse of color. It’s classic and refined, standing the test of time.

We created a logo that’s edgy yet refined—and unlike anything else in the men’s skincare category. The “M” is inspired by roman numerals and resembles a monogram, evoking a feeling of masculine elegance.

The primary neoclassical sans serif typeface, Boutique Light, echoes the logo with its dramatic stroke contrast and geometric touch. We paired it with Maison Neue, a “man’s-kind-of-man” typeface that’s utilitarian and optically-balanced with distinct rhythm and flow.

We created harmony with the wordmark by using the same diagonal cut as a defining layout structure in art direction. The core grayscale color palette is accented sparingly by a range of earth tones like Cypress and Rust. MadeMan’s photography style is warmly lit, naturally-toned, vintage-washed, diverse, and friendly-yet-edgy.