TOUGH is a new line of cleaning products that are more directed towards men. No need to save all the action of getting rid of those stains and dirty dishes in the sink to the women. TOUGH cleaning products help to remove even some of the most toughest stains, and kill 99.9% of germs on surfaces. TOUGH soaps and sprays will have you and your home clean in no time. Fight those germs!
My target audience is young men, ages 18-35 who want to keep a clean apartment and/or are frustrated by their roommates lack of cleanliness, or for girlfriends and mother’s of young men who may want to encourage them to clean house or get a house warming or freshman dorm gift.
For my concept I was going more for the less typical icons that generally relate to men such as a muscular arm, a mustache or beard, etc., so that my products would seem more neutral. Not all men have big muscles or facial hair, but that doesn’t make them any less of a man. So instead, I went and did a little background research on the top 25 toughest animals in the world, and decided to go with the heads of a Wolf, Jaguar, Gorilla, and an Elephant. I used dark backgrounds and had illustrated wild animals that resembled tough, strong, and dominant features or behavior.
Photography and product setting was also done by me.
Tools used: Adobe Illustrator CC and a Wacom Intuos Tablet