Monsieur came to me as

Monsieur came to me as a men's grooming brand that had tried to launch before. It never felt right. There was no strategy behind it, no real reason for the name or the look beyond what someone liked in the moment.

So I took it back to strategy first. Purpose, positioning, personality, all before touching a single design.

That's where Monsieur came from as a name. Premium and playful at once. Accessible, not elitist. The kind of brand a 22 year old and a 60 year old could both reach for.

From there I built the mark around a signet style M. Deep heritage green that reads almost black depending on the light. Clean modern type to keep it from tipping into stuffy old world territory.

Every choice had to earn its place. On a bottle. In a bathroom. On a hoodie.

The result looks like proper old money at first glance. But it's built for anyone who wants to look sharp without the fuss.