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American Crew is a professional grooming product company for men. This self-directed project was aimed at creating a fresh new design to liven up their product line and expand their customer base while staying true to the brand.
The Goal
To branch out from the classic American Crew packaging and appeal to young, urban creatives looking for a product that offers a more modern take on masculinity.
The Strategy
I paired soft jewel tones with a dark grey background that enhanced rather than muted them. To balance this brightness, I chose a clean, authoritative logotype. A visual ranking system of Hold versus Shine added both utility and aesthetic appeal.