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title. Caelum

date. 2020

city. Amsterdam

product. Concept male beauty brand

client. Amfi project

Together with my partner Vanessa Esmaeili, I created the concept for Caelum. A new male beauty brand providing ritual, rhythm and astrological timing.

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After doing extensive research into the creative male target group, we concluded that creative people work better when they are living a healthy lifestyle, Caelum is here to help them achieve this. 

Key insight:

"Men are missing a male beauty brand that satisfies their needs"

Key message:

"A healthy men is in balance with his mental, emotional, and physical self"

Positioning statement:

"For the Rock-Star Creatives, Caelum offers the only holistic ritual among male beauty brands, by creating a personalised self-care kit centred around planetary cycles"

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