Building the Four Biomes
The brand framework begins taking shape as four distinct collections emerge from many possibilities.
The collection framework is finally beginning to make sense.
For weeks we have debated different environments, themes, and directions. Some ideas are interesting but don't feel expandable. Others seem too similar to one another.
Four concepts continue rising to the top.
Nordic.
Desert.
Tropical.
Nautical.
Each one represents a unique environment and a unique customer experience.
Nordic captures northern forests, pine, cedar, moss, and rugged freshness.
Desert focuses on resilience, aloe, prickly pear, minerals, and dry landscapes.
Tropical embraces citrus, rainforest botanicals, lush growth, and energy.
Nautical brings together ocean minerals, coastal air, sea salt, kelp, and marine botanicals. The official collection framework now centers around these four active biome concepts.
For the first time, Men's Biomes feels less like a product idea and more like a complete ecosystem.