For expert men of any age
The client: Williams is the old classic skincare brand for men, acknowledged as the best option by older people. But for this same reason, it was not the favorite option of younger men.
The project: Rejuvenate the brand with a new positioning and a new visual identity.
Geography: Spain.
The people
Men 25-40 years. They are no young anymore, but they still do not feel completely adults. Peter Pan is haunting them: they are afraid of what comes now. Adulting is scary.
The culture
They live in a society that always privileges the youngest, the most modern, the most innovative, the newest. The obligation to always be up to date. This is why most of the competitors are trying to adapt to the trends, trying to join the news, trying to continually renew to be perceived as modern and current.
The opportunity
In a world obsessed with youth, experience is still needed.
Role of the brand
To inspire confidence. Williams is your older brother, a close and experienced person who helps you grow, who trusts in you and walk with you on your journey from being a child to becoming an expert man.
Main value
William’s main value is pragmatism: we do not sell dreams or illusions, but products that work for men who know how to live.
Personality
Encouraging, charming & fascinating, soft humor, no-frills, straight to the point, never outlandish, simple style, knows about life, self-confident.
