Prncpl
Offering a simplified approach to skincare, aiming to reduce the stigma surrounding mens' beauty standards.
Illustrator, Photoshop, Indesign, Dimension,
tools
Me
team
October 2019 – December 2019
Timeline
Branding, Packaging, Digital, Print
project details
the problem
Men in Western culture are disconnected from the world of skincare due to a lack of education, and stigma surrounding masculinity and cosmetics. Existing skincare lines offer a wide variety of specialized products that can be very overwhelming, confusing and intimidating.
the goal
To offer an experience that allows for an easy entryway into skincare practices, normalizing it across all user demographics.

Brand Foundations

Brand Position

Prncpl is a skincare company that aims to introduce the practice of caring for one’s skin to men in an otherwise female dominant industry. Prncpl offers a simplified approach, narrowed down to just three products: cleanser, toner and moisturizer in a kit that is straight to the point, and convenient.

brand promise
To educate consumers on the importance and benefits of skincare, while providing products that are easy to use and understand.
support pillars
brand voice
inclusive
Creating products that anyone can use, regardless experience level.
Educational
Providing information that is valuable, and digestible.
approachable
Skincare shouldn’t be scary, and we’re here to show you.
Savvy
Like an old friend you can rely on, knowledgeable but not not obnoxious.
Casual
Friendly, conversational, and doesn't push too hard.
confident
We believe in who we are and what we have to offer.
Welcoming
From novice to expert, skincare is for everyone – and we want you to believe in that.
manifesto
Prncpl is a men’s skincare brand without the predetermined lifestyle to accompany it. We are a brand that focuses on the product, and not the lifestyle. Existing men’s grooming and skincare products use strong masculine imagery and token masculine aesthetics. Our focus is on delivering results, and sharing the knowledge to achieve those results.
We offer an opportunity for men to be introduced to a basic skincare routine designed to instill values and habits that will last.
A small product lineup acts as an approachable segue into constructing a skincare routine. We envision a world where these products can be purchased free of gender bias and decisions will be made solely based on the performance of the products.

Visual Identity

Wordmark
The word principle has been reduced to just consonant letters. The choice to omit the use of vowels in the word “principle” reduces the overall letter count while preserving the integrity of the word; aligning with our goal of offering and using the absolute basics.
usage
When referring to the brand in writing as well as using the wordmark, always capitalize the first P in Prncpl. While the icon may be used independently, the wordmark should never exist without the icon.
icon
Prncpl's icon makes use of three strokes, indicative of the three products that make up our skincare line; cleanser, toner and moisturizer. The strokes form a unified diamond shape meant to symbolize the cohesion between the three products.
usage
The icon may be used independently of the wordmark, however the full logomark must be featured elsewhere on the deliverable.
Horizontal Lockup

The distance between the icon and the first wordmark is determined by the width of the first two strokes of the icon.

vertical lockup

When stacked vertically, the icon increases in size by 60%. Using the resized icon, the width of the first two strokes is used as a spacing guide from the x-height of the wordmark.

Horizontal Clearspace

Use the first two strokes from the icon used in the standard horizontal lockup as a means to determine the clearspace around all logos.

vertical clearspace
icon clearspace
colour palette
Prncpl Blue
HEX
CMYK
RGB
668183
11 1 0 49
102 129 131
prncpl sand
HEX
CMYK
RGB
f1e5cf
0 5 13 5
241 229 207
black
HEX
CMYK
RGB
000000
0 0 0 100
0 0 0
white
HEX
CMYK
RGB
FFFFFF
0 0 0 0
255 255 255
typography
Space Grotesk

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Headline
Space Grotesk Medium
2x subheading point size
100% Leading
Subheading
Space Grotesk Light
1/2x Heading point size
120% Leading
Body Copy
Space Grotesk Normal
1/2x subheading point size
130% Leading
Headline
Space Grotesk Bold
2x subheading point size
100% Leading
Subheading
Space Grotesk Regular
1/2x Heading point size
120% Leading
Headline
Space Grotesk Medium
2x body copy point size
100% Leading
Subheading
Space Grotesk Regular
1/2x Heading point size
130% Leading