Setú — Skin Care for Men
The Natural Element to Male Skin Care
Setú brought us a unique challenge. Developing and designing a brand for a male skincare line derived from all natural remedies passed down through centuries of Latin American heritage. Their vision was a skin care ritual for men, that was suitable for daytime and night time use. This was truly, an innovative product for the market. Our job was to make it memorable, own-able and sustainable in a crowded men’s skincare space.
Setú — Male Skin Care Ritual
Truly a testament to what can be achieved with a blank slate. They came to us with a vision of what they wanted their product to be. A contrast to the “cold” black and white of the male skin care section at retail. What did that look like? That’s where we dove into the heritage, and the culture of where they were coming from. Ingredients from South America and a nod to indigenous remedies of that region, gave us a clear direction to building the brand from the ground up. To everyone’s credit, teamwork made the dream work. They’d done their homework and saw that the male skin care aisle was becoming inundated with testosterone soaked soaps and lotions. All had the claim of simple ingredients but Setú was for a specific customer, passionate about their skin care routine and the heritage that goes into some of the best remedies for keeping that skin healthy. The result was a brightly colored label that evoked a culture and message unique to the brand and unique to the aisle.
Setú Men’s Skin Care
Expertise:
What we learned:
Finding the uniqueness in the heritage and culture of a brand opens doors to distinctiveness.
Designing the Structure
The name Setú means “be yourself,” inviting the audience to carve their own unique path. Taking inspiration from the natural ingredients we developed an eye-catching color palette that at the center of the design structure for this unique product line. Graphically we needed to tell a heritage story, simply, without cluttering the space. So we dug into the heritage of Indigenous art in South America and found a brilliant use of simple geometric shapes creating symmetrical patterns while intricate lines and dots added a texture that is relevant and authentic to the culture of Setú. The symbolism of the sun and moon icons became an essential part to identifying the daily and nightly routine recommended.
Once all the elements came together, we had the structure we needed to differentiate the brand — and the product –from the competition. The typographical hierarchy we established was also steeped in heritage. The font for the name of each product was inspired by street market signage that we used to further the heritage look of the labels, while the secondary and tertiary fonts were used for clarity of ingredients and important description.
The resulting design fulfills all the needs set forth by the client but more importantly, lays the ground work for future expansion. This gives the Setú brand a clear path to brand consistency going forward.
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240 N Milwaukee St. Suite 401 – Milwaukee, WI • (414) 271-2727
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240 North Milwaukee Street, Suite 401
Milwaukee, WI 53202
(414) 271-2727
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