This is a concept brand/branding exercise for my branding class at OCAD University. It challenges the construction of masculinity among men skin care products. The brand is eco-conscious, organic, and cruelty-free.

1. L A U N C H B O O K

2. T H E B R A N D
A U D I E N C E
P R O M I S E
T O N E
E X P R E S S I O N
PA C K A G I N G
D I G I T A L I N I T I A T I V E
R E T A I L
5
7
9
10
18
28
35
43

3. 6
I N T R O D U C I N G
A N E W W A V E O F V E G A N S K I N C A R E ,
F O R T H E N E W W A V E O F E C O
C O N S C I O U S M E N .
Figo provides vegan, organic, and cruelty free
skin care products that are specifically made for
men. Every Figo product is carefully formulated
from the very finest natural ingredients. Plant
extracts, herbs and healing botanicals care
combined with the latest technologies to create
formulas that are not only effective, but also
lightweight and non-greasy. Fragrance-free,
colorant-free, cruelty-free and dermatologist
tested, Figo takes a refreshingly effective, honest,
and natural approach to helping you naturally
feel good inside out.

4. 8
Figo believes men’s skin care should be easy,
straight forward, and eco-friendly. Men who
has a fine sense of quality, environmentally
conscious and love animals are our top
priority. Our products are designed to
men who are active and care about their
appearance and the environment, particularly
between 20 to 35 years young. Figo believes
that good people deserves the great power
of nature for the best possible results.
G O O D P R O D U C T S F O R
G O O D P E O P L E .

5. 1 0
By choosing our products, you are taking care
of yourself, supporting the animals and saving
the environment. Our products are organicl
and cruelty free and we treasure the nature’s
power in providing the most powerful benefits
for our consumers. Not only we are certified by
Cruelty Free International, we never contain
parabens, SLS, artificial colours, synthetic
fragrances or ingredients from animal sources.
W E P R O M I S E Y O U T O F E E L G O O D
N A T U R A L LY, I N S I D E O U T.

6. 1 2
C O N S C I O U S
F R E S H
H Y D R A T E D
H E A LT H Y
N A T U R A L
F R A G R A N C E - F R E E
K I N D
C R U E LT Y F R E E
I N C L U S I V E
P R O B L E M S O LV E R
R E A L
M A S C U L I N E
O R G A N I C
P R O V E N
V E G A N
E C O F R I E N D LY
W E A R E

7. 1 4
Figo pushes boundaries by being organic,
cruelty free vegan skin care products
specifically targeted to men. We break
stereotypes in which we believe that real men
should take care of their body and mind. We
understand being healthy is important to our
consumers and to look good and do good
daily is our top priority.
K I N D I S T H E N E W S E X Y A N D
H E A LT H Y I S T H E N E W M A S C U L I N E .

8. 1 6
H E A D L I N E : G I L R O Y B O L D
B O DY: E T H O S R E G U L A R
A B C D E F G H
I J K L M N O P Q
R S T U V W X Y Z
abcdefghijklm
nopqrstuvwxyz
Each of our products combines modern science
and nature to achieve the best result possible.
The combination of neon green, matte black
and white is specifically chosen as the colors
symbolize nature, health, modernity, and
masculinity. Followed by the juxtaposition of
modern and humanistic visuals throughout
Figo’s branding, we hope to further effectively
communicate our brand promise and be
relatable to prospective consumers.
D E S I G N E D T O B E
N A T U R A L LY M O D E R N .
NEON GREEN
PANTONE 7479 C
MATTE BLACK/
SHADES OF GREY
PANTONE BLACK C
WHITE
BLACK & WHITE
IMAGE

9. 1 8
Not only it rhymes with vegan and vigor, Figo
means cool in Italian. O macron or the great
Omega symbolizes a new power. Inspired by the
concept of Omega male as opposed to Alpha
male, Figo introduces a new type of masculine.
Humanist typeface is chosen to represent the
closeness and intimacy to nature.
W E A R E V E G A N ,
W E A R E V I G O R O U S ,
W E A R E F I G O .

10. 2 0

11. 2 2

12. V

13. 2 6
PA C K A G I N G

14. 2 8
Figo products are personal and easy.
Each of our packaging is specifically
labeled and straight forward to
effectively deliver its benefits to our
customers.
Each packaging consists of the
product’s name, its benefits and its list
of ingredients. Some has numbers to
show step by step application and skin
type.
Individual instructions and description
of the product are shown at the back of
each product and to products combos
that require a step by step application,
we provide a link for further info and
instructional video in our website.
We are environmentally conscious
and our packaging is made from
100% recycled and degradable
plastic (written at the bottom of each
packaging).
S E N S I T I V E
F A C E
O I LY
F A C E

15. 3 0
N O R M A L
F A C E
Products for different
types of skin
Some products have a
number to inform step by
step application
Product’s name
Benefits
Ingredients
Emphasis in nature
Product’s name & description
Instruction on how to use
Link for more info and video
instructions
Recyclable & Biodegradable Plastic

16. 3 2
Contains the FIGO Oily/Dry/Normal/Sensitive Face
Wash, 2-in-1 Shampoo + Conditioner and Body Wash,
all packaged up in a custom FIGO Box.
Figo also offer products in sets, which helps in accommodating the different types of needs
and skin types of our consumers. Figo believes that all men should take care of their body
and mind, and these sets provide ease to those who are new to their skin care routine.
Contains the FIGO Oily/Dry/Normal/Sensitive Face
Wash, 2-in-1 Shampoo + Conditioner & 2-in-1 Body
Wash + Shave, all packaged up in a custom FIGO Box.
Contains the FIGO Oily/Dry/Sensitive/Normal Face
Wash, Cleanser, Toner, & Moisturizer all packaged up in
a custom FIGO Box.
Contains the FIGO Oily/Dry/Sensitive/Normal Face
Wash, Cleanser, Toner, Moisturizer & Shave gel all
packaged up in a custom FIGO Box.
BATH
SPORT
FACE
GROOM

17. 3 4
We try to accommodate everyone,
both experienced or new to their
skin care routine through How To
Use videos for each products and
sets on our website. Specific links
are printed at the back of the
packaging that will directly lead te
user to a specific video based on
their chosen product. These videos
are also occassionally played in
stores near the products.
I N S T R U C T I O N A L V I D E O S

18. 3 6
D I G I T A L
I N I T I A T I V E

19. 3 8
The GoodThumbs product line consists of a range
of small body lotion, hand sanitizer, cologne, and
body scrub, of which 100% of the proceeds goes to
small grassroots organizations working in the areas
of environmental conservation, animal welfare and
human rights. They are available both online and in
store. You end up with hydrated, healthy skin & doing
a world of good with every goods purchased.
GoodThumbsby

20. 4 0
Focusing on stories around human rights, animals, & the
environment, this online campaign consists of a series
of 1 minute videos that captures inspiring stories from
ordinary yet unexpected Figo consumers who are doing
good extraordinarily and brought positive impact to
their community. For instance, a fully tattooed, multiple
pierced guy that owns an animal shelter or a former
drug addict that becomes a drug-healer, anti-drug
and environmental activist.
This campaign implicitly states to don’t judge the book
by its cover and introduces a new way to perceive
masculinity: through kindness. It explores idea that
anyone can shareFigo values; that kindness and
positivity are found within. At the end of the video each
person states “I am the Good Kind. I am Figo.”
F I G O S T O R I E S :
# T H E G O O D K I N D

21. 4 2
In our website visitors are able to check new updates
of our new fair trade deals, tips and tricks in skin care
and updates of animal (such as fur trade and cruelty
free agreements) as well as human rights (such as
free trade labors) and environmental issues (global
warming). VIsitors are also able to discover their skin
type and skin care routine through the Find Your Figo
tab. Instructional and campaign videos can be seen
in the videos tab.
F I G O W E B S I T E

22. 4 4
R E T A I L
E X P E R I E N C E

23. 4 6
Top selling
products
F I N D Y O U R F I G O
Heredity, environment, diet, and nutrition all have an impact
on what kind of skin a person has. “Find Your Figo” can be
found in any of our retail stores where customers can consult
with skin experts and/or take a short quiz online to gain a
further understanding of their skin routine. It allows customers
to discover how figo products are made, to find the best figo
products according to their needs how they can contribute to
the eco conscious community.

24. 4 8
Recycling saves energy because the manufacturer
doesn’t have to produce something new from raw
natural resources. By using recycled materials
we save on energy consumption, which keeps
production costs down. Recycling reduces the need
for more landfills.
Figo provides recycling bins specifically made for
our original products and will donate $0.75/product
brought by customers to animal welfare/small
grassroot organizations. Our recycling program
invite consumers to raise environmental awareness
and familiarize themselves towards the act of
recycling. This program also allows consumers to
interact with Figo employees more often and build
relationship between the brand and the consumer.
R E C Y C L I N G B I N S

25. 5 0
W I N D O W D I S P L AY
3 D
C O N C R E T E
W I T H F I G O
P R O D U C T S
I N T H E
M I D D L E
W I N D O W D I S P L AY: E M P H A S I S O N S I M P L I C I T Y, E A S E , A N D
S T R A I G H T F O R W A R D N E S S

26. 5 2
N E O N G R E E N
C E I L I N G I S I N S P I R E D B Y
F I G O ’ S O S I G N A T U R E I C O N
O R G A N I C
C R U E LT Y F R E E
V E G A N
F I N D Y O U R F I G O E X P E R T S
F I N D Y O U R F I G O B O O T H ( I PA D S )
L I S T S O F B E N E F I T S
W H Y F I G O ?
B E S T
S E L L I N G
P R O D U C T S
C O N C R E T E F L O O R
“ N A T U R A L LY
F E E L I N G G O O D
I N S I D E O U T ” I N
C H A L K H A N D
W R I T I N G
R E C Y C L E F O R
G O O D
G R A S S C A R P E T
Clear, understandable sections:
Each section has information regarding the
product (What is the product, the ingredients
inside, why should I use it, & how do I use it) and
is based on the needs of the customers (Bath/
Groom/Face/Sport
Plants are arranged
according to each products ingredients
All concrete are
made from recycled
aggregate materials
and preparations
from various solid
wastes, including
but not limited to:
fiberglass waste
materials, discarded
glass, granulated
plastics, wood
products, old tires.
Top selling products,
explanation of how Figo is
cruelty free, organic, and
vegan certified
Most men prefer a direct and straightforward shopping experience.
Therefore, our stores are designed in a one-way retail experience.
Customers start from discovering their skin type from Find your Figo
quiz/expert booth, then gain information of what each product is,
its benefits, and how it applies to their skin from sections based on
needs (Bath/Groom/Face/Sport). After deciding which products
they’re going to buy, customers encounter the GoodThumbs
section as it is located before the cashier.
IN
OUT
(CASHIER)
For the face section, we provide
mirror and information about
different types of skin there
Mirror to give a
spacious illusion
Video of the making
of Figo products
Video of Figo
face products/
GoodThumbs
people &
community
GoodThumbs
F I N D
Y O U R
F I G O

27. 5 4
Why should
I use this?
How do I use this?
What is this?
It helps keeping skin
clean by removing
dirt, sweat, excess oils
naturally produced
by the skin, dead skin
cells, bacteria, and any
pollutants that come in
contact with your skin.
1. Splash face with warm water
2. Squeeze a small amount of it to your palms
3. Gently apply cleanser in circular motion
4. Rinse face with warm water
5. Apply toner and moisturizer
A 100% organic,
vegan, & cruelty free
facial cleanser that
gently cleans and
smoothens your skin
with no irritation. Use
both in the morning
and in the evening.
S T R A I G H T F O R W A R D , D I R E C T I N F O R M A T I O N A B O U T
E A C H P R O D U C T S O N R E T A I L C O N C R E T E W A L L

28. 5 6
‘Wear your own’ all black
employee outfits: Modern, up
to date, appealing to young
professionals, fashionable and
timeless yet zero waste and eco-
friendly to the company
Painted wood pin made from
waste woods: interchangeable,
can be used with any clothes
R E G U L A R
E M P L O Y E E S
S K I N
E X P E R T
S K I N E X P E R T S

29. 5 8
A Q I L R A H A R J O
Q I L A R T. C O M
O C A D U N I V E R S I T Y