Papatui

Hugo & Marie partnered with the team at Papatui to launch a new men’s self-care brand, founded by Dwayne “The Rock” Johnson. The new line sought to reach a male audience that lacked quality products at an accessible price point. We developed the brand’s strategy, tone of voice and identity, balancing expertise and accessibility, elevation and approachability.

“Masculinity is changing. It’s a long
time overdue.” – Dwayne Johnson”

Our strategy work was built on establishing “permission to care” by elevating vulnerability to create an uplifting message for an underserved male audience. We wanted to find a sweet spot between The Rock’s identity and the high performance skincare market.

The customized logotype is gently utilitarian, the brand voice is knowledgable but approachable and product and fragrance naming communicates the sophistication of the products themselves.

Entering the men’s wellness space for the first time, we were challenged to bring a new product proposition to an under-engaged audience.

Translating the personality of a major, global celebrity into a unique brand identity, architecture, and voice, we presented a brand that finds strength in vulnerability and gives male consumers the permission to take better care.