Crema Men, a leading Israeli brand, has long been recognized for its 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, and to position 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, our approach needed to be distinct and compelling. The design I crafted emphasized strength and purity, featuring

The splashing and exploding coals brought the dynamics and fresshy look, carbon-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 men’s care products in Israel, maintaining strong sales over seven years.