New Men’s Skincare Brand Elevates Self-Respect

The Working Assembly is the branding and design agency behind the introduction of Wild Roman, a new men’s skincare brand — from positioning and identity to packaging and launch creative.

In a market often defined by purely functional grooming products or performance-driven promises of looking sharper and more competitive, The Working Assembly identified an opportunity to position the brand around something deeper — a daily practice rooted in self-respect, structure, and restraint. Explains Sahil Bloom, Founder of Wild Roman: “I got sick of putting things on my skin that I’d never put in my body. I wanted a routine that matched the standards I held for myself in every other area of my life. That’s what Wild Roman stands for. An ingredient list your grandfather would actually understand.”

Drawing inspiration from classical Roman ideals of strength, order, and self-mastery, the agency developed a brand philosophy that reframes skincare as a grounded part of modern life rather than a cosmetic routine. “The most compelling brands today aren’t built around trends — they’re built around belief systems,” said Jolene Delisle, Founder of The Working Assembly. “With Wild Roman, we focused on creating a brand that feels enduring and reflects quiet confidence and personal standards rather than performative masculinity.”

The global branding and design agency led the brand’s development across: strategy and positioning; verbal identity and messaging; logo and visual identity system; package design and material strategy; launch creative and brand storytelling. Visually, the identity seeks to blend “classical influence with modern minimalism.” Architectural forms, restrained typography, and a grounded tonal palette give the brand a sense of permanence and clarity. The design language is intentionally controlled and understated, reflecting the brand’s central idea: strength expressed through simplicity.

While the formulations themselves feature 100% natural ingredients including grass-fed tallow, cold-pressed oils, and wild botanicals, the focus was ensuring the philosophy extended across every aspect of the brand experience — from messaging and materials to tone and visual presence. The result, says Delisle, is a men’s skincare brand positioned not as indulgence but as part of a consistent daily practice and rooted in intention and self-respect.

Read the full feature at GDUSA