packaging that appeals to today’s men
Packaging design for a modern men’s grooming product that bridges
the gap between efficacy and elegance.
project overview
Client: Telois Skincare
Category: Packaging Design
Deliverables: Primary pouch design (front & back), label content structure, shelf presence strategy
Duration: 3 weeks
Scope: Strategy, visual identity alignment, packaging, copy, regulatory layout
the brief
Telois wanted to introduce a performance-oriented sheet mask tailored specifically for men — something that looks confident, not cosmetic.
They challenged us to break category norms while retaining functional communication:
Speak to bearded and non-bearded men
Highlight efficacy without sounding medical
Retain shelf impact in retail and e-commerce environments
challenges faced
A stereotype-breaking category: Men still hesitate to buy sheet masks.
Dual user base: Design had to suit both bearded and clean-shaven men.
Shelf clarity: Needed to convey usage, function, and premium quality in one glance.
design process
behavioural design decision
| Element | Intent / Behavioral Insight |
|---|---|
| Dual-face mask info | Clearly mentions suitability for bearded + non-bearded users to reduce hesitation. |
| Water texture | Echoes the hydration promise on a subconscious, visual level. |
| Ingredient icons | Builds instant trust with users looking for clean, natural ingredients. |
| Two-step hierarchy | Headline + simple subtext design reduces cognitive load for first-time users. |
| Matte dark tone | Signals masculinity and luxury, while contrasting well with light bathrooms (where it’s used). |
| Tear strip / seal | Adds ritual to unboxing, increasing engagement and retention. |
| Gold foil detailing | Suggests premium value and positions it as a gift-worthy product. |
| Monthly usage system | Encourages habit formation by laying out a clear 4-week protocol. |
| Price visibility | Clearly printed MRP builds perceived honesty and avoids last-mile friction. |
| Minimal copy tone | Appeals to men who avoid overpromising beauty lingo. |
| Eco-resonant cues | Color palette and kraft-style options suggest “clean” and “ethical” without sounding preachy. |
final design
client feedback
“The packaging has become our strongest marketing tool. Customers literally compliment it post-purchase. We love how the brand now looks unapologetically masculine and premium.”
— Telois Brand Team
