Theory Men

ABOUT
Theory Men is a premium men’s grooming care brand. Their products are 100% vegan, cruelty-free, sulfate-free, silicone free, paraben-free, SLS free, dermatologically tested and proudly made in India. The unique, new and science-backed ingredients formula of their products is what set them apart from all the other brands in the market.

The client wanted a packaging that had a medicinal essence to it without the use of the color white colour which is abundant in this category of products. The brief was to create a perfect blend of luxury and wellness with a tinge of playfulness.

SOLUTION, TECHNIQUE & RESULT
The design created for the brand focused on highlighting the pure, powerful and authentic ingredients on the front with the use of color blocking technique and to break the rigidity of the bounding box, fluid lines of the same color were added to bring back softness to the design. The front light-colored box was designed to overflow to one side of the packaging to continue the theme of fluidity while keeping a good balance with the crisp shape of the rectangle.

The color choice for both products was based on selected based on their calming, earthy yet royal qualities. The printing was done with a velvety matte finish and silver foiling + embossing of the logo. The beautiful contrast of the darker shade in the background with the lighter color in front balanced by the fluidity of the fine lines resulted in a dynamic and soothing design that the client simply loved.