Pncpl
Offering a simplified approach to skincare, aiming to reduce the stigma surrounding mens' beauty standards.
project details
Branding, Packaging, Digital, Print
timeline
October 2019 - December 2019
team
Myself
tools
Illustrator, Photoshop, Indesign, Dimension
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.

Masculine Imagery

Brands targeted towards men project masculine imagery, which impacts the way that the products are perceived

Over complicated

Skincare lines with many specialized products can be overwhelming and intimidating

The Goal

To offer an experience that allows for an easy entryway into skincare practices, normalizing it across all user demographics.

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.

Step 1
Cleanser
Step 2
Toner
Step 3
Moisturizer
E-Commerce Platforms
Hassle-free, convenient shopping
Support Pillars
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.

Brand Voice
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.
The icon may be used independently of the wordmark, however the full logomark must be featured elsewhere on the deliverable.
Lockups

Vertical Stack

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.
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.
The icon may be used independently of the wordmark, however the full logomark must be featured elsewhere on the deliverable.
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.
Horizontal Clear space
Vertical Clear space
Icon Clear Space
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
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