Two Create Studio’s identity for grooming brand Re.solve is uncomplicated, masculine and inviting

Re.solve is a grooming brand targeted towards the modern man. With a focus on boosting confidence effortlessly, its ‘SKIN.CARE’ range focuses on fixing long-term skin problems whilst its ‘SKIN.WEAR’ products discreetly hide short-term imperfections. When crafting the branding, London-based design agency Two Create Studio delivered on all touch points; from name development, visual identity, tone of voice and packaging design, through to campaign collateral including art direction for stills, film and social media content. 

Unlike the competition, Re.solve’s primary focus is on problem-solving. Therefore, Two Create Studio decided on a concise and grounded tone of voice, explaining product formulation, application, regime and benefits clearly and openly. Echoing the brand’s masculine approach – celebrating all types of masculinity (and encouraging men to explore their own) – the visual direction is inclusive and intriguing, resulting in a collection that’s effortless for all men to engage with. 

“Founders Grotesk was chosen for its robust workhorse qualities,” Creative Director Tobie Snowdowne recalls, describing the typographic direction, “it works across all of Re.solve’s communications without the need for a secondary typeface.” For the logotype, the team simplified the glyphs further, with a custom lowercase right angle ‘r’ and full stop. The squared forms introduce a more informal feel and “draw out the word ‘solve' from resolve, illustrating both the ability to solve problems and the drive to do so,” Snowdowne notes. 

With a type-led visual language, the other visual elements are kept minimalistic. For example, referencing architectural construction drawings, Two Create Studio developed a line system to evoke a sense of precision and technical knowledge that the brand seeks to provide. “It acts as a practical framework which is adaptable to fill dead space and fit obscure formats,” Snowdowne tells us. 

A natural colour palette – moss green, charcoal black and eggshell white – was chosen for having both a retrospective and earthy natural feel, whilst simultaneously balancing out the brand's masculine graphic treatment.

Working with their Italian supplier for the primary packaging componentry, the studio specified all formats, materials and finishes as well as decorative print finishes. “The secondary packaging was also produced in Italy using Fedrigoni stocks, an off-white foil emboss and matching screen print, plus a blind debossed brand marque on the top face,” he concludes.

Two Create Studio

Re.solve