Phil’s aimed to redefine its presence in the men’s skincare space with a brand that speaks directly to men—clear, confident, and approachable. The goal was to position Phil’s as the easy, natural choice in the often oversaturated skincare category.

We partnered with the team to develop a new brand identity and website experience grounded in straightforward copy, aspirational lifestyle imagery, and an approachable yet bold visual language—with a subtle nod to nostalgia.

This is a proposed creative concept.