This document describes a satirical branding project called "Mancarons", which are macarons marketed specifically towards men. The project aims to show that gendered products are unnecessary and that men's products can be designed and marketed in a straightforward way without overly emphasizing masculinity. Mancarons would be artisanal macarons sold in boxes of 10 for around $12, targeting hipster men aged 20-45 who enjoy specialty foods. The document provides information on competitors, proposed branding elements, packaging mockups, and merchandising ideas.

1. MANCARONS

2. Mancarons are artisan macar-
ons marketed specifically to-
wards trendy, on-the-go men.
These macarons sell a stereo-
typically “feminine” product
to men that enjoy deserts. This
also shows that it is possible to
market to men without going
overboard on the “masculine”
design.
WHAT ARE
MANCARONS?

3. WHAT ARE
MANCARONS?
This is a satirical project. Most maca-
rons are very neat, pretty and associ-
ated with “feminine” design ele-
ments. (script text, pastel colors, etc.)
This is also a comment on the unnec-
essary separation between versions
of the same product that are target-
ed towards men and women sepa-
rately.
I also thought it would be a fun chal-
lenge to create a product geared
towards men. I want to show that it is
possible to market towards men with-
out overdoing it on the masculinity of
the design.

4. GENDERED
PRODUCTS

5. MANCARONS’
DESCRIPTORS
BOLD STRIKING
POWERFULADVENTUREOUS

6. M MWHERE ARE
MANCARONS SOLD?

7. HOW MUCH
WILL THEY COST?
$5 $10 $15
Around $12 for a box of 10,
$3 for a box of 2

8. MANCARONS’
AUDIENCE
Men aged 20-45
Hipster/ “Cool Dads”
Typically men who enjoy other
artisanal foods such as
kombucha, IPAʼs, etc.
The target audience members
typically lead fast-paced lives
and appreciate simplicity.
Individuals with some
disposable income for specialty
goods.

9. COMPETITORS
“Guests will be able to savor
over 20 decadent flavors of
homemade, hand piped,
macarons made daily.”
“Guests can enjoy delectable,
preservative free, flavors
including pistachio,
Butterfinger, sʼmore, raspberry,
caramel,vanilla and more.”
Playful and Cutesy
Family-friendly
Caters to tourists
Carousel Macarons

10. COMPETITORS
“Every macaron you get is
delicately hand made. I use the
best quality ingredients for each
flavor, making sure everything is
fresh so you can taste the flavor
in every bite. And most
importantly, you will not find
any preservatives in my
macarons that may exist if you
buy from a retail store.”
Hand-made
Preservative-free
Fun yet professional
Macarons by Maddie Lu

11. COMPETITORS
“Each macaron is hand-made
by Nikkolette, using only the
freshest, highest-quality
ingredients. ”
High-quality
Hand-made
Fresh and Local
Nikkoletteʼs Macarons

12. THINK
VS FEEL
T H I N K
F E E L
Finally! A macaron perfect for the
all-american male!
These macarons are SO delicious yet
sturdy enough for my manly hands!

14. INITIAL
BRANDING
ARTIsan Organic
ALL NATURAL COLORS & FLAVORS
MANCARONS
est. 1997
PRIMARY TEXT (CHUNK FIVE EX)
SECONDARY TEXT (LEMON/MILK)
BODY TEXT (AVENIR NEXT CONDENSED)

15. EXTENDED
B R A N D I N G
M
Changes were made to branding along
the way to further reflect the brand
identity and cater to the
target audience.
This included making the packaging
more “masculine.” For the
exhibition portion of the project, a
fourth color was added to the palette
and new patterns were developed to
add more variety to the branding.

16. PACKAGE
MOCKUPS

19. DISPLAY

20. WAYFAIR &
SIGNAGE

21. RECIPE
BOOKLET

22. SOCIAL
MEDIA

23. MERCH

24. MERCH

25. STAFF
SHIRTS

26. MM