Way of Will

Arc & Co. Design Collective on 01/27/2020

Project Brief Way of Will wanted to articulate the benefits of essential oils to a male market. Arc & Co. Design Collective was brought on to conceive of a graphic packaging that would communicate masculinity, modernity and a sleekness elevated from that of typical holistic essential oil brand. The obstacle, of course, was determining how to attract men in a female dominated market. _ Design Solution The solution was to incorporate elements that have been historically constructed through societal patterns to be male-centric in desire. Therefore, the graphics were designed to resemble sporting paraphernalia - jerseys in particular - a strategic method to align with the male binary. The product face would introduce bold numbering, corresponding to the product’s actual skew number, and the look and feel of a jersey. The logo and brand identity was designed to match sporting aesthetics, with an air of simplicity, chicness and modernity. Way of Will grew their company rapidl