Scope of Work
Brand Strategy & Positioning
Creative Direction
Product Sourcing & Vetting
Product & Packaging Design
Color, Material & Finish Strategy
Art Direction & Product Imagery
Challenge
Man Crave required a cohesive brand and product system capable of scaling across multiple grooming categories. The men’s grooming space is highly competitive, with many brands relying on novelty or aggressive positioning rather than product quality and clarity. The existing assortment lacked a unified identity, consistent product standards, and a premium shelf presence.
Approach
I led the repositioning of Man Crave as a modern, premium grooming brand focused on performance, confidence, and everyday utility.
This included defining the brand strategy, visual system, and tone, while also sourcing, vetting, and curating products to ensure quality, consistency, and alignment with the brand promise. Each product was evaluated for materials, functionality, durability, and perceived value before being integrated into the brand system.
Design decisions prioritized scalability and operational clarity—ensuring the brand could expand across tools, accessories, and electronics while maintaining cohesion. Packaging systems, colorways, and materials were standardized to reinforce brand recognition and improve shelf impact.
Outcome
The result was a fully aligned brand and product ecosystem that communicates quality and confidence at every touchpoint.
Man Crave now presents as a cohesive, premium grooming brand with a scalable foundation—supporting future category expansion, improved consumer trust, and stronger retail positioning.