ABOUT
The Challenge: South African beauty salon mega-brand, Sorbet, wanted to create a male-grooming offering. Male grooming in South Africa is a steadily growing but relatively new market and faces perceptual issues around masculinity and grooming. From a brand architecture point of view, the male offering would be linked to the female offering by name (Sorbet), which created a greater challenge in terms of disassociating the male from the already established female brand perceptually. The Solution: Designvow developed the concept that “Real men groom. We took typical grooming processes and features and made them completely masculine, the concept celebrates men who groom (the real men) offsetting the negative connotations previously held with male grooming. We were involved in all aspects of the project, from rolling out the visual language and concept to creating and overseeing the in-store design.
Back to Brand Development Sorbet MAN project
Glen
Art Director / illustrator / designer, Freelance
France
Yoko Yamamoto
Ballpointpen Illustrator, Ballpointpen Illustrator
Malta
Jonathan Williams
Graphic Designer, Huzzah! Creative
United Kingdom
Alessio Monaco'
Motion Graphics Designer, Eclipse Global
United Kingdom
Andre Van Dyk
Global Design Director
South Africa