M:ID

M:ID is a new brand of scalp and haircare products for men that belongs to the Beauty Care division of the listed German company Henkel. The brand was developed in the Fritz Beauty Lab, a company-owned think tank that identifies market gaps and develops new brands for them. M:ID is a direct-to-consumer brand that is distributed and sold exclusively in e-commerce via online platforms. The care range targets the premium segment and promises tailor-made offers for haircare products based on a questionnaire filled out online by the customer. The range includes shampoos, conditioners and tonics, as well as nutritional supplements. The brand name “M:ID” is short for “MEN IDENTITY”. The M:ID logo, consisting of majuscules in the Roboto font and with large spacing, is optionally in black, silver, white or grey. In addition to the Roboto font, the Bebas Neue font is also used as corporate typeface. The website and social media presences, which are usually the first point of contact with a D2C brand, are dominated by dark colours. The imagery consists of a variety of shots showing modern men going about their daily activities, bringing the slogan “We are here to let you be you” to life. A commercial draws on timehonoured clichés and iconic, pop-cultural images of masculinity, but playfully turns them around and emotionally shows that the world of today’s men is anything but black and white. The packaging design is characterised by a reduced design language and a consistently dark colour scheme that conveys a high-quality, powerful impression. In addition, each package is decorated with a pattern reminiscent of mist, which is intended to give the products an air of mystery. The labelling of the products is minimalist, showing only the logo on the front and the product type and application area indicated underneath. This gives the brand a reduced, elegant and timeless look and at the same time conveys the energy that the products are supposed to give to the hair.