Helping Denman International extend their men’s grooming range overseas
The brief
Denman International had a problem extending its men’s grooming brand Pashana into International markets. Because a similar name was registered in overseas markets they had to rethink the name and brand.
Our approach
Milestone helped Denman develop a new name taken from company founder Jack Dean. The process started with a joint brainstorming session exploring possibilities for the new brand’s positioning and product range. Then we created a series of packaging moodboards to test with customers. A final set of product mock-ups were unveiled at a European trade show to great effect. The branding has a modern/retro feel. We wanted to tell the story of Jack Dean’s travels around the world during the 1930s. Distinctive period style illustrations give the product range a strong, unique look.
Outcomes
Significant orders are in and a full product range is in production.
Project scope
Brainstorming
Branding
Illustration
Packaging
Point of sale
Display
Advertising
