The Fellowship’s Choice for Package Colors
Free The Birds chose a bright color palette for the packaging, as well as the brand’s logo in bold black typeface, to challenge the traditional aesthetic of men’s products while communicating the brand’s core values of equality, which The Fellowship describes as “the ethos of the modern gentleman.”
Nick Vaus, Creative Director and Partner of Free The Birds, explained the design choices that the tradition with men’s grooming products is to opt for black, grey, and brown shades from the color palette.
Simple typography with the equals sign (=) as a pattern communicates each product’s benefits – such as “coconut extract equals good hair development” – aimed to express a “no-frills” attitude to grooming to appeal to the brand’s target market.
According to Free The Birds, the products are finished off with simple black lids and pumps to give them an industrial feel as well as a sense of maturity and quality.
Duncan Morris, the co-founder of The Fellowship, said that the men’s grooming market was growing, and picking the correct brand could be difficult given the choice and limited spare time that modern men have. He also shared that they were so pleased with the new identity that they replicated the chartreuse equals motif through their other channels, including their official website and Instagram account.
The new look debuted on The Fellowship’s Essential Founders Kit ($117), which includes the brand’s Advanced Moisturiser, Strengthening Shampoo, Nourishing Conditioner, Energizing Face & Body Wash, and Toning Body Moisturiser, and will be expanded to more items later this year.