THE DARK SIDE
Design Evolution of men body care products involving active carbon cleaning formula
The leading Israeli brand, has long been recognized for it’s commitment to quality. As an in-house Art Director at Gurfinkel Studio, I was tasked with the visual evolution of the Crema Men line, specifically focusing on products featuring Active Carbon.
The objective was twofold: to elevate the brand’s aesthetic, setting it apart from existing Crema Men products.
Positioning the Carbon line as a premium solution, effectively “The only line a man needs.” In a market where competitors were beginning to explore charcoal-infused products.The crafted design emphasized strength masculinity and purity, splashing and exploding coals brought the dynamics and fresshy look, carbon fibre inspired patterns and subtle textures of charcoal elements, resonating with the product’s cleansing and robust properties.
Since its launch, this updated Crema Men line continiues to be one of the most recognizable and popular men’s care brands in Israel, maintaining strong sales over the years.
