Möller For Man Brand
Möller For Man is the brand that assembles the men’s cosmetics products, in parallel with the women’s line, under the brand name Anne Möller. The general revision of the design of its identity was based on extending and deepening the brand’s internationalisation and opting to capitalise on the impact of its presence on the most essential aspect, that of finding the greatest functional effectiveness in simplicity.
The previous visualisation of the brand was complex (see image 2). It maintained the explanatory base-line “Traitement Suisse” which was almost illegible and made the applications of the brand difficult. In addition, using French as the corporate language made the “Pour Homme” of the third line aimed at the male target audience less understandable in certain markets. In short, “Möller For Man” became the brand name, using a new, clear and timeless typography, with the technological touch that the consumer’s perception correctly attributes to the brand. A brand that is now less conventional and rigid, having abandoned the central positioning and having been arranged in two lines aligned to the left and with identical letter heights.
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Upgrading Möller For Man
What we see as rapidly progressing markets usually reflect the dynamic of a social reality that in a short time traps the briefings and leaves them behind as obsolete. And alongside them, the preconceptions on consumption they contain and as a consequence, also their communication from the image of their packaging.
The context of the redesign of the “Möller For Man” brand and men’s cosmetics product line could be described in this way. Although light years away from the women’s market, this one is an ongoing opportunity for the cosmetics industry in response to changes in uses and attitudes which do not come about from generation to generation, but during the course of a single one. Many of the men who today regularly use facial moisturisers do not find it difficult to go on to adopting corrector and concealer creams, for example. It is a mistake to only see a feminisation of habits and not to understand it as a response to an almost Darwinian demand - which does not discriminate between men and women - to present a good appearance in a society of private and professional relationships under the pressure of permanent public exposure.
To this social environment there is added the company’s own internal one: its capacity to contribute technical innovation which provides new reasons to choose visually renovated products. Its “Flashtec” technological development highlights the ultra-fast effect of the active ingredients of the formulations, in response to the values that men give to speed in obtaining the desired effects, together with easy and quick application. A development in this regard is that users have now learned the different types of cosmetic products available to them and their perception has become unbiased. Proof of this is that between the previous design (see image 4) and the current one, the highly educational visual coding of the functions and uses of the various products is no longer necessary. Another change is that of ceasing to symbolically emphasise the technical nature and innovation with the intention of masculinising the cosmetic image. The new packages are much more sober in this regard and reflect that looking after your skin is increasingly a regular pattern with a preventive sense, which overcomes the liability of a previous perception by justifying its use through the necessity to solve specific problems.