About the Project

Development of advertising assets for the Dr. Jones product line, a benchmark brand in high-performance Mencare. The goal was to communicate the technological sophistication of the products (Isotonic Face Scrub, Precision Foam) to an audience that values efficiency over vanity.

The Visual Strategy

The design was built to move away from the perception of “cosmetics” and align the brand with “performance gear”:

“Executive Dark” Atmosphere: The predominant use of black and charcoal grey in the background creates an air of mystery and sophistication. This “Dark Mode” palette contrasts with the brand’s electric blue, alluding to technology and the urban/nightlife universe.

The Protagonist: The choice of the man in the suit (Business/Executive) isn’t just aesthetic; it’s strategic. It associates product usage with professional success and self-confidence. Grooming is presented as a work tool for the modern man.

Direct Copywriting: The verbal communication follows the male consumption logic: What it is, Where to use it, When to use it. The tagline “From man to the best man” reinforces the pursuit of excellence without fluff.

The Result

A sober and impactful visual communication that positions Dr. Jones not as a beauty brand, but as an essential partner in the routine of men seeking practicality and results.