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The 18.21 Book Of Good Grooming

Agency: New Creature
Creative Director: Eric Miser
Executive Director: Jeremy Bobo
Location: United States
Project Type: Produced
Client: 18.21 Man Made
Product Launch Location: Global
Packaging Contents: Body Wash and Grit Bar
Packaging Substrate / Materials: Folding Carton
Printing Process: Litho

18.21 Man Made original sweet tobacco 3-in-1 shampoo + conditioner, beard, and body wash was inspired by the spirit of swanky, prohibition-era speakeasy lounges. The brands original masculine scent of sweet Virginia pipe tobacco exudes a lasting impression of elegance and class.

The brand story was therefore developed into a gift-set package designed to focus on the creative and crafty techniques of the prohibition bootleggers. This faux book is not all that meets the eye. Cleverly hidden inside, the product is easily recognized as the main character, celebrating the spirit of masculinity.

New Creature was selected to design this package and hand craft the illustrations that enhances the lifestyle of 18.21 Man Made.

Intensive research into the 1920’s bootlegging culture uprooted numerous ideas on how to introduce the brands story. A few early concept sketches explored different ideas on how to conceal the product in a way that would not only reflect to the bootlegging culture but made shop-ability effective.

The decision to use the faux box concept was anonymous. Both 18.21 Man Made and New Creature feel in love with the ease of use and the ability to convey the brand story by using the faux book.

On the outside the package resembles a book about men’s grooming which give a nod to the products market position. But once opened, the interior “pages” appear to have been cut to bootleg a bottle of 18.21 Man Made body wash and Grit Bar.

This all-paper package solution extends the overall story by allowing the package to be easily recycled without leaving any trace. This assures that there is no evidence of bootlegging.





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