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.
To show this idea visually, I drew inspiration from the military. Including simple illustrations allowed me to move away from the trend of men’s products relying heavily on textures while still creating something I consider to be masculine.
Through this project I learned how difficult it can be to design for a certain audience, especially when I myself am 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 assignment required me to get lots of other people’s opinions and be more receptive to it.
