PHY approached us seeking a transformation in their brand image. They aimed to evolve from being perceived solely as a provider of men’s grooming products to establishing themselves as a comprehensive self-care brand. In response, we devised a comprehensive overhaul of their visual identity, encompassing both brand identity and product packaging. Our approach involved crafting a vibrant visual identity system characterized by bold colors, intricate patterns, and sleek typography, resulting in a cohesive range of over 25 packaging designs that synergize effectively on shelves. Concurrently, we revamped their website to reflect this fresh design ethos. Moreover, we reimagined the brand's communication strategy, infusing it with a conversational tone aimed at sparking engagement and conveying PHY’s brand ethos persuasively. Introducing the tagline "It's A Guy Thing," we further reinforced this new positioning through a digital film and social media content, fostering a deeper connection with their audience.