Purpose
To offer men an effective skincare routine that respects their health and the environment, thanks to natural, vegan and hypoallergenic products.
Clyde for Men
Clyde for Men
Clyde for Men
Clyde for Men
Clyde for Men
Clyde for Men
A project carried out as part of the Brand Strategy course taught at IHECS
AS IS Situation
Company purpose
AS IS Situation
Vision
To become Europe's benchmark brand for organic, eco-responsible men's skin care.
A leader
in men's cosmetics market
Democratizing
male beauty products' use
AS IS Situation
Mission
AS IS Situation
Brand identity
Colors
Primary color
White #FFFFFF
Primary color
Black #131313
Secondary color
Bronze #AD8C51
Typography: Futura PT
Aa
Bold
ABCDEFGHIJKLMOPQRSTUVWXY 0123456789
Regular
ABCDEFGHIJKLMOPQRSTUVWXY 0123456789
Brand name and logo
A brand dedicated to men
But relevance to the target audience is uncertain
Reference to Bonnie & Clyde
A brand that dares to rebel against social codes
A memorable brand name
Short and easy to remember
Minimalist codes
However, this trend has faded in recent years
Maximize your potential with natural skin care
Complete Belgian routine for an optimal look.
A powerful routine designed to bring out the best in you.
Purpose
Helping men reveal their full aesthetic potential with natural, effective treatments.
Vision
To become the benchmark in men's skincare for an optimized, natural appearance, where every man can reach his full aesthetic potential.
Mission
To provide natural, high-performance skincare products that accompany every man in his quest for optimal appearance, combining simplicity and effectiveness.
Brand Attribute
Natural care for an optimal look
natural, high-quality skincare designed to optimize men’s appearance
Rational Benefit
Effective care for visible results
Focus on efficiency, with rapid results that the target audience can observe
Emotional Benefit
The confidence to always be at the top
The target group’s need to have confidence in their appearance; they invest in skincare that enhances their self-esteem
Ultimate Value
Bring out the best in yourself every day
A partner in transformation.
To maximize your physical potential.
Target audience
Persona
Jacques
Age : 24 years old
Education: Master in Business Administration
Occupation : Junior accountmanager
Status : Single
Location : Waterloo, Belgium
Education: Master in Business Administration
Occupation : Junior accountmanager
Status : Single
Location : Waterloo, Belgium
Description
Jacques, ambitious and success-oriented, seeks to embody the image of the “alpha male” via skincare, bodybuilding and social networking. Not necessarily all positive, he’s obsessed with financial success, investing in cryptos to try and live a life of luxury, prioritizing efficiency and product prestige, a victim of capitalism.
What he’s looking for
- High-performance skin care to improve appearance
- Premium product reflecting successful status
- Brand emphasizing personal power
Frustration
- Basic offer too often based on ecology
- Lack of differentiation in terms of prestige
- Physical results required
Values
⭐️ Success
❗ Strength
💡 Efficiency
❓ Tradition
❤️ Prestige
Personality
- Extrovert
- Spender & investor
- Personal development, appearance & success
Frustration
I want products that show I’m on top and help me project my success. Efficiency and image come first.
Demography
Age: Gen-Z+ (18-30 years)
Gender: Male
Localisation: Urban areas
Education: Low – High
Revenu: Low – High
Psychography
Values:
- Appearance
- Social status
- Success
- Power
- Tradition
Behavior
- Looking for high-end care
- Willingness to maximize appearance
- Attracted by strength and success
Loyalty: Moderate but strong adherence if message of status and power
Archetypes
To ensure emotional connection, consistency, and authenticity
Magician
Transformation
Ritual
Metamorphosis
Dominant
Power
Excellence
Premium
Hero
Bravery
Mastery
Perseverance
Target audience size
5.7
Belgian men
864
Men aged 18 to 30
77
Men aged 18 to 30 with an interest in wellness
Competitive landscape
Unique Selling Proposition
Reveal your full potential with a high-performance skincare routine specifically designed for ambitious men.
Reason to Believe
Innovative, powerful formulations, created with quality ingredients and tested for visible results that inspire confidence.
Product Lifecycle
BCG Matrix
Porter’s 5 Forces
Brand Identity
Colors
Primary color
Black #131313
Primary color
White #FFFFFF
Secondary color
Bronze #AD8C51
Brand Identity
Typography: Futura PT
Aa
Bold
ABCDEFGHIJKLMOPQRSTUVWXY 0123456789
Regular
ABCDEFGHIJKLMOPQRSTUVWXY 0123456789
Brand Identity
Brand name and logo
The wolf
A symbol of strength & power
Pack animal
Leadership, instinct & loyalty
Alpha
Resilience & adaptability
Revelation
Of its inner power and full potential
Customer Journey
SEE
Creating brand awareness
THINK
Building interest & commitment
DO
Convert to purchase
CARE
Build loyalty