Phil's Brand Launch by Pattern

WE LEARNED —

Hollow sustainability claims are a thing of the past. Zero waste should actually be zero waste, not just 10% waste-free. And product should actually have efficacy, in addition to a great story.

WE LEARNED —

Hollow sustainability claims are a thing of the past. Zero waste should actually be zero waste, not just 10% waste-free. And product should actually have efficacy, in addition to a great story.

WE LEARNED —

Hollow sustainability claims are a thing of the past. Zero waste should actually be zero waste, not just 10% waste-free. And product should actually have efficacy, in addition to a great story.

WE LEARNED —

Hollow sustainability claims are a thing of the past. Zero waste should actually be zero waste, not just 10% waste-free. And product should actually have efficacy, in addition to a great story.

WE LEARNED —

Hollow sustainability claims are a thing of the past. Zero waste should actually be zero waste, not just 10% waste-free. And product should actually have efficacy, in addition to a great story.

THE ASK —

With years of research and decades of experience at multi-billion dollar CPG brands, the team at Phil’s came to us with a name and a belief that men’s care products can be high quality, accessible, and truly sustainable, and that quality product doesn’t have to create massive amounts of waste. From that core mission, we were tapped to take Phil's from zero to 1 and create a visual and verbal brand identity system, package design, marketing content for social, email and digital ads, and eCommerce site for the brand launch.

THE ASK —

With years of research and decades of experience at multi-billion dollar CPG brands, the team at Phil’s came to us with a name and a belief that men’s care products can be high quality, accessible, and truly sustainable, and that quality product doesn’t have to create massive amounts of waste. From that core mission, we were tapped to take Phil's from zero to 1 and create a visual and verbal brand identity system, package design, marketing content for social, email and digital ads, and eCommerce site for the brand launch.

THE ASK —

With years of research and decades of experience at multi-billion dollar CPG brands, the team at Phil’s came to us with a name and a belief that men’s care products can be high quality, accessible, and truly sustainable, and that quality product doesn’t have to create massive amounts of waste. From that core mission, we were tapped to take Phil's from zero to 1 and create a visual and verbal brand identity system, package design, marketing content for social, email and digital ads, and eCommerce site for the brand launch.

THE ASK —

With years of research and decades of experience at multi-billion dollar CPG brands, the team at Phil’s came to us with a name and a belief that men’s care products can be high quality, accessible, and truly sustainable, and that quality product doesn’t have to create massive amounts of waste. From that core mission, we were tapped to take Phil's from zero to 1 and create a visual and verbal brand identity system, package design, marketing content for social, email and digital ads, and eCommerce site for the brand launch.

THE ASK —

With years of research and decades of experience at multi-billion dollar CPG brands, the team at Phil’s came to us with a name and a belief that men’s care products can be high quality, accessible, and truly sustainable, and that quality product doesn’t have to create massive amounts of waste. From that core mission, we were tapped to take Phil's from zero to 1 and create a visual and verbal brand identity system, package design, marketing content for social, email and digital ads, and eCommerce site for the brand launch.

THE PHIL'S BRAND —

Phil’s is all clinical-quality product in infinitely recyclable packaging. Products either come in packaging that can be used as many times as your grandmother’s dishes or can be gone in the blink of an eye by just adding water. Knowing this, we set out to create a world for the brand that combines a planet-forward ethos and design language with a tone that's just irreverent enough to be more interesting than anything else on the the shelf.

After nailing the initial concept of a brand that looked and felt authoritative, understated, confident, elevated and trustworthy, we expanded and evolved the identity system into a place of simple visual boldness with pops of color for on-shelf visibility and lots of fun attitude in the verbal expressions. The dymanic became both powerful and playful.

As the brand system took shape around simple geometric forms and a smooth blend of modern and organic style cues, the verbal identity leaned into fun and sometimes edgy wordplay as a way to integrate "Phil" as a persona into all aspects of the customer journey from the first impression to the last drop.

THE PHIL'S BRAND —

Phil’s is all clinical-quality product in infinitely recyclable packaging. Products either come in packaging that can be used as many times as your grandmother’s dishes or can be gone in the blink of an eye by just adding water. Knowing this, we set out to create a world for the brand that combines a planet-forward ethos and design language with a tone that's just irreverent enough to be more interesting than anything else on the the shelf.

After nailing the initial concept of a brand that looked and felt authoritative, understated, confident, elevated and trustworthy, we expanded and evolved the identity system into a place of simple visual boldness with pops of color for on-shelf visibility and lots of fun attitude in the verbal expressions. The dymanic became both powerful and playful.

As the brand system took shape around simple geometric forms and a smooth blend of modern and organic style cues, the verbal identity leaned into fun and sometimes edgy wordplay as a way to integrate "Phil" as a persona into all aspects of the customer journey from the first impression to the last drop.

THE PHIL'S BRAND —

Phil’s is all clinical-quality product in infinitely recyclable packaging. Products either come in packaging that can be used as many times as your grandmother’s dishes or can be gone in the blink of an eye by just adding water. Knowing this, we set out to create a world for the brand that combines a planet-forward ethos and design language with a tone that's just irreverent enough to be more interesting than anything else on the the shelf.

After nailing the initial concept of a brand that looked and felt authoritative, understated, confident, elevated and trustworthy, we expanded and evolved the identity system into a place of simple visual boldness with pops of color for on-shelf visibility and lots of fun attitude in the verbal expressions. The dymanic became both powerful and playful.

As the brand system took shape around simple geometric forms and a smooth blend of modern and organic style cues, the verbal identity leaned into fun and sometimes edgy wordplay as a way to integrate "Phil" as a persona into all aspects of the customer journey from the first impression to the last drop.

THE PHIL'S BRAND —

Phil’s is all clinical-quality product in infinitely recyclable packaging. Products either come in packaging that can be used as many times as your grandmother’s dishes or can be gone in the blink of an eye by just adding water. Knowing this, we set out to create a world for the brand that combines a planet-forward ethos and design language with a tone that's just irreverent enough to be more interesting than anything else on the the shelf.

After nailing the initial concept of a brand that looked and felt authoritative, understated, confident, elevated and trustworthy, we expanded and evolved the identity system into a place of simple visual boldness with pops of color for on-shelf visibility and lots of fun attitude in the verbal expressions. The dymanic became both powerful and playful.

As the brand system took shape around simple geometric forms and a smooth blend of modern and organic style cues, the verbal identity leaned into fun and sometimes edgy wordplay as a way to integrate "Phil" as a persona into all aspects of the customer journey from the first impression to the last drop.

THE PHIL'S BRAND —

Phil’s is all clinical-quality product in infinitely recyclable packaging. Products either come in packaging that can be used as many times as your grandmother’s dishes or can be gone in the blink of an eye by just adding water. Knowing this, we set out to create a world for the brand that combines a planet-forward ethos and design language with a tone that's just irreverent enough to be more interesting than anything else on the the shelf.

After nailing the initial concept of a brand that looked and felt authoritative, understated, confident, elevated and trustworthy, we expanded and evolved the identity system into a place of simple visual boldness with pops of color for on-shelf visibility and lots of fun attitude in the verbal expressions. The dymanic became both powerful and playful.

As the brand system took shape around simple geometric forms and a smooth blend of modern and organic style cues, the verbal identity leaned into fun and sometimes edgy wordplay as a way to integrate "Phil" as a persona into all aspects of the customer journey from the first impression to the last drop.