GROOM | Brand Strategy & Visual Identity

GROOM is a men’s skincare brand that wanted to take a fresh approach. A lot of men’s products look and feel the same, and the team wanted something more natural, more thoughtful, and a little more refined.

I was asked to help shape the brand strategy, create a visual identity, and design packaging that would feel both modern and down to earth. My aim was to give the brand a look and feel that people could connect with straight away.

We started by talking a lot about what the brand should mean to people. It was not only about design but also about how the brand would be experienced. The goal was a balance between quality and honesty, with a touch of simplicity that would set GROOM apart.

I explored palettes inspired by natural greens and warm neutrals. The typography needed to feel calm but confident. The packaging concepts were kept clean and practical, with small details to show care and attention without overcomplicating things.

Brand strategy and positioning

Visual identity system (logo, colours, typography)

Packaging design for the core products

Brand guidelines for consistency across all uses

This project reminded me how powerful it is when design grows from a clear story. Once we had the strategy, the identity felt like a natural step forward.

The result is a brand that feels approachable yet polished. I really enjoyed being part of the process and working closely with the team. It was inspiring to see how thoughtful conversations turned into something visual that the client was proud to launch.