THE Y CODE
Branding & Packaging

The Y Code is a new brand and product concept that aims to repurpose male cosmetics for the ‘everyday man’.

The Y Code represents a new approach to branding male cosmetics. The aim is to offer an accessible and inclusive premium cosmetics solution not currently serviced by existing brands on the market.

Strategy Icon

Strategy

“WE ARE INSATIABLY CURIOUS AND NEVER STOP ASKING QUESTIONS. WE TAKE A STRATEGIC APPROACH”

Michael Sheridan - Chairman and Founder
Strategy Research

Discovery

Product positioning was central to the ideation process – the view was to create a brand that was inclusive as possible to ensure that it stoked the interests of men who may not have previously experimented with make-up before to those who wear it regularly as part of their usual grooming routine.

Strategy Direction

Direction

“Honour what sets you apart”

“The Y Code is you. Your DNA, your universal outlook, your brotherhood. We bring people together by honouring what sets us apart. We put function first, offering tools to optimise your face, beard, body & mind. It’s our approach to modern living. It’s you, but better”

Design Icon

Design

“If you want to make your consumer feel something, you have to know how to translate brand to identity.”

Michael Sheridan - Chairman and Founder
Retail & Brand Identity

Brand Identity

The name was specifically selected to address the very DNA of masculinity. The logo identity was crafted into a coded form, a clean, bold statement.

Creative Concept

Final Concept
Design Concept Management

Concept Management

Along with crafting the brand identity, we created a line of products and packaging, encompassing the key areas; skin hydration, complexion fix, eye brightener and beard boost. The products are positioned as practical tools to be used to ‘fix’, ‘boost’, ‘energise’ and ‘rescue’ so that one may look his optimal best. This is carried further in the product design concepts where items such as tinted moisturiser and liquid foundations are presented in minimalistic monochrome ‘paint tubes’. Simple graphic icons with succinct, unfussy descriptors denote each product’s purpose.

End Result