Men’s grooming brand G-Room has launched its own range of products, with packaging design by Pikefell. The seven-strong range features language and graphics designed to avoid the more feminine overtones that are a characteristic of the sector. According to Pikefell senior designer John Herber, the consultancy employed a ‘no-nonsense approach to graphics and tone of voice’. ‘Men aren’t looking for treatments, they’re looking for a more functional regime and [cosmetics] brands need to communicate benefits clearly,’ Herber explains. Pikefell also created the retail concept and branding for the G-Room store on London’s Carnaby Street last month.
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