Real Men Groom
South African beauty salon mega-brand, Sorbet, wanted to create a male-grooming offering. Male grooming in South Africa is a steadily growing but relatively new market and faces perceptual issues around masculinity and grooming. From a brand architecture point of view, the male offering would be linked to the female offering by name (Sorbet), which created a greater challenge in terms of disassociating the male from the already established female brand perceptually.
We developed the concept 'Real men groom'. We took typical grooming processes and features and made them completely masculine, the concept celebrates men who groom (the real men) offsetting the negative connotations previously held with male grooming. We were involved in all aspects of the project, from rolling out the visual language and concept to creating and overseeing the in-store design.
