Free The Birds creates a new visual identity that breaks away from conventional ‘masculine’ design cues.

The Fellowship is brand-new, inclusive men’s grooming brand founded by model and entrepreneur Andrew Cooper, and award-winning marketeer, Duncan Morris. The UK-based brand offers products for skin, body and hair with community and equality as its core values and what the brand describes as the “ethos of the modern gentleman”.

In order to capture the brands equality-centric philosophy as well as stand out within the male grooming category, Free The Birds’ brand identity and packaging design veers away from traditional notions of masculinity and conventional design cues that come with it.

Simple strips of bright, eye-catching chartreuse yellow are positioned over a plain white background in the shape of an ‘equals’ (=) sign, the negative space around it hinting at the shape of the brand’s first initial, “F”. This “equals” motif repeats throughout the labelling, appearing in each description, stylistically communicating the brand’s sense of “no-frills” simplicity about self-grooming.

Simple jet-black lids, pumps, and text, meanwhile, create an industrial feel, and inject a level of maturity and quality to the design. The Fellowship's logo appears unapologetically in bold black typeface, representing a sense of pride and shamelessness around self-care that the brand hopes to promote among its customers.

This clean, modern identity sets out to disrupt expectations within the category.

“ Notions of masculinity are changing, and with that, our gendered preconceptions of colour. The bright, accented colour palette we’ve chosen conveys just the sense of modernism that The Fellowship and its target customers embody, and also ensures the products catch the eye of the customer straight away, which is particularly important for new brands entering this competitive category. ” - Nick Vaus, Creative Director and Partner at Free The Birds

For more information about Free The Birds’ design visit their website or follow them on Instagram .

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