CASE Study
Max Henry
Branding
Marketing Collateral
Startup brand Max Henry offers a high-performance skin optimization for men.
Industry
Men’s Cosmetics
Company Size
Start-up
Project Deliverables
Discovery & Research + Strategy
+ Brand Development + Packaging Design
strategy
+ branding
The Challenge
Skincare startup Max Henry came to us with ambition, a name, and a product in development, but with few other brand assets. They knew who their customers were and the kind of emotional connection they wanted to build, but hadn’t yet developed the visuals to bring it to life.
Goals and Objectives
- Design a product-ready brand
- Capture the essence of Max Henry with a logo, typography, colour, and other elements in a brand guideline
- Sourced containers and designed packaging across product line
The Process
Through a series of in-depth client calls, we explored what Max Henry was looking for. We discussed tone, values, aesthetic preferences, and how they wanted customers to feel when encountering Max Henry for the first time.
Through this process, we learned that the Max Henry brand needed to feel premium and refined with a hint of ruggedness and rebellious. Their audience was defined as “men who move with purpose, show up sharp, and never settle.” These men were drawn to black, grey, and neutral tones that felt premium and subtly edgy. Max Henry products were rooted in organic ingredients and precise intent, with formulas developed specifically for men.
During the packaging phase, we created packaging in full compliance with U.S., Canadian, and European regulations, incorporating all mandatory labeling and legal requirements.
Solutions
Based on the findings from our discovery and strategy discussions, Synergy created three brand concepts for Max Henry to consider:
Timeless Elegance, Bold Authenticity
This concept offers a skincare experience that speaks to luxury, tradition, and the modern man’s commitment to excellence.
Understated Elegance, Minimalist Aesthetic
The combined elements create a visual brand that bridges quality with function.
Structured Sophistication, Clinical Edge
This concept reflects Max Henry’s commitment to building a trusted, solid brand in the world of men’s skincare.
Timeless Elegance, Bold Authenticity
This concept offers a skincare experience that speaks to luxury, tradition, and the modern man’s commitment to excellence.
Understated Elegance, Minimalist Aesthetic
The combined elements create a visual brand that bridges quality with function.
Structured Sophistication, Clinical Edge
This concept reflects Max Henry’s commitment to building a trusted, solid brand in the world of men’s skincare.
While the client loved all three concepts, Max Henry asked us to combine the elements of Concept 1 with the colours and textures of Concept 2. They were drawn to the uppercase serif font and emblem in Concept 1 that captured the brand’s masculine refinement and strength. They also liked the pattern element that drew inspiration from the timeless elegance of a pinstripe suit – reflecting the meticulous craftsmanship and attention to detail that defines the Max Henry brand.
After rolling out a comprehensive brand guide covering typography, logo usage, colour, and photography, we developed packaging designs for Max Henry’s flagship products. The matte black bottle conveys a sleek, modern look, while the natural wood lid reflects the brand’s organic roots. The outer box incorporates the brand pattern in a shiny spot UV coating, adding the premium finish that is central to Max Henry’s identity.
Results
- Logo lockups in horizontal, stacked, and other formats
- Brand identity applied across all marketing collateral
- Comprehensive brand guideline
- FDA-compliant packaging
- Sucessfully launch product line
