Turning curious-but-hesitant, first-time buyers into confident, repeat customers — without asking them to become skincare experts first.
We built the brand from the ground up, starting with the product: a men’s skincare line with formulations personalized to each individual’s skin, reduced to a five-step routine simple enough to remove the guesswork entirely. The brand strategy followed the same logic — built for a first-time buyer who wanted one confident answer, not a hundred options — with an identity that was approachable and straightforward, deliberately steering clear of the “trad” masculinity cues that alienate exactly the high-EQ men most likely to try it.
From there, we named the brand, wrote the manifesto, and built the full identity system — logo, symbol, color, typography, illustration and image style — along with the packaging: a pre-launch testing kit, form factor design, labels, and shipping boxes. We then ran every channel of comms, including website design and content across social.
Built with Kapono Chung, Peter Karas, and Nadia Lung.
Stocked in Target and Walmart nationwide. Social grew from 0 to over 150,000 followers. Geologie was sold in 2025.
