I was tasked with designing the branding and packaging for TOUGH, a cleaning brand marketed towards young men between the ages of 18-35.
In society it seems like when a woman cleans, it’s seen as her job, while when a man cleans, it’s simply viewed as a favor. For this assignment, I interpreted masculinity to involve a sense of duty.
It’s men’s job to clean too.
Art Direction
TOUGH’s visual identity took inspiration from the military. Including simple illustrations allowed the brand to move away from the trend of men’s products relying heavily on textures.Target Audience
It can be difficult to design for a certain audience, especially when you are not a part of it. You’re trying to balance between making something new and interesting while also trying to appeal to a demographic that has traditionally bought products that follow a certain aesthetic. This project required effort to understand men’s opinions throughout the design process.TOUGH
TOUGH is a cleaning brand marketed towards men between the ages of 18-35.
In society it seems like when a woman cleans, it’s seen as her job, while when a man cleans, it’s simply viewed as a favor. For this assignment, I interpreted masculinity to involve a sense of duty.
It’s men’s job to clean too.
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brand identity
- packaging design