Black Wolf is a smooth new line of men’s skincare products focusing on value, effectiveness and simplicity. When we met the founders of Black Wolf, they needed a strategy and brand that matched the quality and straight forward approach of their products. Working closely with Alex and Sam, we looked at every aspect of their business and helped them reshape their brand and promote it effectively to their audience.
Growing at equal speeds as the feminist, girl power movement is the movement allowing and normalizing vulnerability in men. The idea of masculinity being defined by massive muscles and an aggressive, arrogant presence is a thing of the past. Together with the boys at Black Wolf we recognized this, and saw the increasing demand for high-quality, simple skincare solutions tailored to men who also understood this. This introduced the Black Wolf Guy.
In understanding the Black Wolf Guy, we realized he was not just one kind of guy. Simply put, he is every guy. He is confident and embodies simplicity. He lives a ‘smoother’ life and is always trying to get better and be better. He takes care of himself. He’s never extra. He doesn’t blindly follow all of the latest trends, and on the off-chance that he starts one, its purely by accident. He’s true to himself and he values simplicity. He’s a Black Wolf Guy.
He gets that the ‘smoother’ you are, the more the world opens up to you.
We focused on simplicity and highlighted the premium ingredients used in each product, as well as the benefits, to attract male consumers who were looking to solve a specific problem without having to spend hours doing research. A simple and sleek package design paired with digital ads outlining all the important product information, helped us reach our audience in a meaningful way. It was a solution to the problems faced by the everyday guy. It was a solution for the Black Wolf Guy.