The Working Assembly Introduces Wild Roman ✷ PRINT Magazine

Enter Wild Roman—a men’s skincare brand that quietly opts out of the performance, and the design team from The Working Assembly who identified an opportunity to position the brand around something deeper–a daily practice rooted in self-respect, structure and restraint. With branding developed end-to-end by the agency (strategy, identity, packaging, the whole thing), Wild Roman doesn’t try to compete in the race toward hyper-optimized masculinity. Instead, it reframes the entire category around something far less exhausting: consistency, restraint, and self-respect

.Written by Deb Aldrich. Read the original feature at PRINT Magazine