The brand design challenge

The topic of toxic masculinity and its adverse effect on the environment has seen prominence in the various studies and media. "It's not that men don't care about the environment. But they also tend to want to feel macho, and they worry that eco-friendly behaviors might brand them as feminine," it is stated in Scientific American. The same study reveals that men find it to be more difficult than women to choose between masculine and feminine versions of everyday food and household items, and will usually alter their preferences to be more manly when allowed time to ponder over their options. Most of the eco-friendly brands existing in the marketplace are designed to attract the female audience, with very few that is "manly."

The results inspired my brand design direction, with a goal to create a design language that will appeal to both genders. Influenced by streetwear and graffiti symbolisms representing the life cycle of organic matter in which waste becomes food. The natural life cycle is the foundation of the Circular Economy

The real challenge here is finding the balance in the design system that can apply to men's and women's products that won't deter men from purchasing.