Designed to fill a void in the industry for cosmetics that cater to the masculine aesthetic, this branding rollout is crafted to appeal specifically to male aged 18-40 years old.

The cosmetics industry produces nearly endless options for women, so it is important that men feel they have a space of their own.

The use of sharp angles in the logo evokes a sense of chiseled roughness. The goal of this brand is to invite men to chisel their looks to their liking.