MASC

Modern and Timeless Appeal: Redefining Men’s Grooming Through MASC’s Bold New Identity

MASC is a skincare and grooming store specializing in premium products for men. Curating high-quality brands from around the globe, the business had previously been featured on the TV program Dragon’s Den. To reflect their growth, better align with their target customers, and elevate their retail presence, MASC needed to rebrand.

MASC engaged Boyle Design for their rebrand and the redefining of their retail presence.

Symbolizing Personal Growth: The Story Behind MASC’s Redesigned Identity

After assessing MASC’s existing visual identity and business operations, and learning more about the target customer, we designed a bold and refined identity for this unique and exclusive store. The business’ mission—offering men of all ages the tools and information necessary to maintain a healthy and well-groomed appearance—was at the core of the rebrand, encapsulated by their motto: “Look good, feel great.”

At the center of the new identity is a logo featuring clean typography and minimalist design. The mark combines the graphic traits of the male symbol with a capital “A”, subtly suggesting movement and personal improvement—qualities MASC aims to inspire in customers. This design reflects their focus on high-quality, curated products for men and reinforces their authority in the skincare space. We introduced an evolved color palette to highlight MASC’s niche positioning and create a more identifiable and cohesive brand presence.

To align with MASC’s mission, the new identity was designed to evoke boldness and masculinity while fostering a sense of connection with the customer. The intersecting typographic characters symbolize relationships and unity, reinforcing the bond between the brand and its audience.

Elevating the Customer Experience Through Digital and Retail Innovation

The new branding included an e-commerce website. Boyle Design art-directed this platform, ensuring the branding elements were seamlessly integrated into the online shopping experience.

On the retail side, we partnered with ThinkL Studio to introduce a new lighting system for the interior of the store and to enhance its street presence. Key improvements included illuminating the back of the store to draw in passersby and showcasing the logo prominently from the exterior. This redesign dramatically increased retail visibility and created a more welcoming and impactful storefront experience. New exterior signage was also developed to reinforce the brand’s authority and elevate the customer retail experience.

From Visibility to Viability: The Impact of MASC’s Bold New Identity

The rebrand has elevated MASC’s presence in a competitive market. The new visual identity has positioned them as a trusted authority in men’s grooming, appealing to both loyal customers and new clientele seeking curated, effective solutions. By transforming their physical and digital storefronts, MASC is now better aligned with their mission and poised for sustained growth.

Thank you Boyle Design for your vision and guidance during the multiple phases of our rebrand. While the value of overhauling an established brand can seem intangible at the onset, your thorough documentation of the project kept us reassured throughout the process and we are more than happy with the end result. We noticed immediate positive changes and consider it money well spent. We were particularly pleased with your hands-on approach to ensure projects were executed on time and to our exacting standards.

Jamie Beuthin
Owner