BirchboxMan

Component Rebrand
Country Base: USA
Industry/Sector/Keywords: Cosmetics/Toiletries, Cosmetics, Beauty, Toiletries, Men, Personal Care, Masculine, Grooming

Below: Before and After Images in Slide Show, Video, Summary, Credits

Summary
Industry Setting

Birchbox Man is a monthly grooming and lifestyle subscription box for men. Founded in 2010, it redefined the way people shop for beauty and grooming by pairing a monthly delivery of personalized samples with original content and a robust e-commerce shop. Birchbox Man partners with the best brands in the industry, from mainstream favorites to niche up-and-comers, and uses a proprietary algorithm to send the right products to the right people, based on their profiles and preferences.

Challenge

Birchbox Man was struggling to differentiate itself from its well-known and overtly feminine masterbrand Birchbox. Birchbox Man lacked a distinct visual identity and was treated as a masculine adaptation of Birchbox’s flagship offering. This posed a problem as men are generally less likely to engage with a brand that appears to be designed for women.

Strategy

To develop a distinct identity for Birchbox Man, we created an identity rooted in the concept of game to ensure the brand would appeal to a broader male audience. After all, even if you’re not a football jock, everyone’s a little competitive.

Our Concept: Level Up
Making moves, taking leaps, following cues, collecting cred—it’s time to level up your grooming game. Birchbox Man is here to make grooming fun, actionable, and super simple so you can play at your best. Whether you need life-boosting tips, date-night-saving trivia or a game-day blitz, we’ll keep you moving so you can win IRL. #challengeaccepted

Result

Birchbox has received an additional $15 million in funding since our engagement, and ended 2017 as the first year they were profitable since their founding in 2010.

Credits

Client: BirchboxMan – www.birchbox.com

CMO: Amanda Tolleson

Brand Strategists/Designers: Siegel+Gale – www.siegelgale.com

Creative Director: Kate Hilliard
Design Director: Jonathan Field

2018-02-28T00:29:20+00:00

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