GRIT  Industrial Grooming for Men

A minimal AI branding and campaign concept for a men's grooming line built around brushed steel, raw concrete, and hard directional light.

Case Study Description

GRIT started as an idea for what grooming could look like if it borrowed its language from a workshop instead of a bathroom shelf. I wanted the products themselves to feel like tools rather than cosmetics, so the packaging leans into brushed steel caps and matte black bodies with a condensed industrial stencil logo that reads more like tooling than typography.

The campaign builds the world around that idea. Every shot lives in the same environment, a dark workspace with raw wood, aged metal, and concrete, lit by a single hard source that throws long diagonal shadows across the frame. Around the products I let raw ingredients drift through that light, walnuts, sea salt, activated charcoal, coffee, dried botanicals, treating them almost like sparks thrown off the workbench rather than styled flat lay props.

I carried that same discipline into the digital presence, building out a full Instagram profile mockup so the brand feels complete rather than just a set of product renders. Two short videos close out the campaign, one focused on the macro texture of the brushed metal cap catching light, the other a slow reveal of the full product line on the workbench.

The full campaign was generated with Ideogram for packaging and product photography, animated in Kling for both video pieces, edited together in Premiere Pro, and developed with Claude for concept direction and prompt writing throughout.