This was a multidisciplinary group project where we were asked to create a new beard care product/brand. Being a group project, everybody had a say in every aspect of it, but, as the graphic designer, I was tasked with the creation of the branding, advertising, website and the labels for the packaging. ​

 

In order to respect the ideals of the brand and to emphasize the differentiation and affirmation inherent to the target public, the logo was inspired by the lettering visible in Gaelic texts, either on paper or carved in stone, while also having at the base of its creation the concept of merging the classic with the contemporary.

After some research and several texts, the solution found was to combine a classical typography with a modern one (Adobe Caslon Pro and Gotham), being the result something unique and characteristic.

When it comes to Caslon Pro, we used its serifs, something characteristic that symbolizes the classical aspect in its totality. With Gotham, we used the body of its letters, that, with its very geometric lines is undoubtedly a contemporary icon.