Design: Free The Birds
Location: United Kingdom
Project Type: Produced
Client: The Fellowship
Product Launch Location: United Kingdom
Packaging Contents: Men's grooming cosmetics
Packaging Substrate / Materials: Plastic Bottles

Creative agency Free The Birds has revealed its latest work for brand-new, inclusive men’s grooming brand, The Fellowship, from model and entrepreneur Andrew Cooper, and award-winning marketeer, Duncan Morris. The disruptive brand identity brings packaging design, typography and tone of voice together to communicate The Fellowships’ core values of community and equality – what the brand describes as the “ethos of the modern gentleman”.

In order to reflect The Fellowship’s ambitions to disrupt more traditional notions around masculinity, and also ensure the new brand stands out from its peers on the shelf, Free The Birds deliberately opted for an eye-catching chartreuse colour palette – a significant departure from the rich, heavy tones that are typical of the category.

Nick Vaus, Creative Director and Partner at Free The Birds added: "The tradition with men’s grooming products is to opt for greys, blacks and browns. But notions of masculinity are changing, and with that, our gendered preconceptions of colour. The bright, accented colour palette we’ve chosen conveys just the sense of modernism that The Fellowship and its target customers embody, and also ensures the products catch the eye of the customer straight away, which is particularly important for new brands entering this competitive category.”

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via Packaging of the World – Creative Package Design Gallery