+ Now that we have targeted our audience of the traditional man's man throughout the re-brand of Brut, we wanted to broaden our target audience towards today's modern man, sometimes referred to as the metrosexual male.
With this idea in mind we created Defy, a collection of male cosmetics made exclusively for men.
To stay true to the Brut brand (that it is associated with) we wanted the identity to remain masculine, and with it's tag line 'He who dares...' it challenges men to try male cosmetics, on a mission to change a very stereotyped view.
+ Dec 2007
+ The selection of male cosmetics include an eye pen, eye brightener, lip conditioner, anti-shine and cover up.
We wanted to create a series of masculine looking products to encourage men to buy them. The packaging are made from metal and are based around the engine parts of a Harley Davidson motorbike.
+ To relate to the metal packaging of the Defy products and the idea of splash used throughout the Brut campaign, we decided to use the idea of liquid metal or mercury throughout the advertising of Defy.
The tag line of 'He who dares...' is also present to challenge men to try the products.
+ The Brut salon would be a great opportunity to bring both of the brands together and expand the Brut brand even further.
This salon would be exclusively for men only, and offer specialist treatments as well as selling the range of Defy products.
