Coastline
I collaborated closely with the founder to develop the brand identity for a modern skincare line designed specifically for men with bald heads. Starting with strategic conversations about audience, tone, and long-term product vision, we crafted a visual language that feels elevated but approachable—classy without being too serious. The flagship product, a daily sunscreen, sets the tone for a line that could expand to include sweat wipes, exfoliators, and other daily-use essentials. Together, we built a brand that reflects modern masculinity with confidence, simplicity, and a touch of wit.
Kelly Slater
DIRECTION 1:
Skincare gives you a fresh, confident glow, so you can focus on what matters most—family time and good vibes.
KEYWORDS: playful, irreverent, bold
DIRECTION 2:
Donald Fasion
Embrace the beach-y vibes and keep your skin as cool and carefree as the coast. Don’t let your bald head get in the way of living life to the fullest.
KEYWORDS: sunny, easygoing, aspirational
DIRECTION 3:
Dwayne Johnson
For men who own their look and radiate confidence. designed to keep you fresh and empowered
KEYWORDS: nonchalant, cool, modern, clean
Sunny, Easygoing, Aspirational
THE CLIENT WENT WITH DIRECTION 1
While the products are designed specifically for bald heads, we intentionally made that a confident selling point—not the main headline. Through early strategy sessions, we defined a brand voice that’s modern, masculine, and lighthearted—elevated but never too serious.
