Hone is a new lifestyle brand that offers specialized products, knowledge, and motivation to empower Black men to define their own version of greatness.
We listened to 20 Black men share their current skincare experience–what they like, need, and want to know. The insights from these men helped inform a survey that took a closer look at what Black men find valuable when it comes to their skin care. Taken by 550 respondents, we distilled and analyzed the data finding significant patterns. This research yielded four psychographic personas that were our cardinal directions during the creation of the brand.
Each persona was rich with insights. These core motivations includes their motivation for using products, priorities when purchasing, how they use products, and their overall attitude towards self care.
We also uncovered skepticism around Black-focused products. These men wanted something that went deeper than just “marketing.” They asked about the science behind what makes their skin unique—and how do they protect and preserve it?
As a result, the vision shifted from skincare to a more significant lifestyle and wellness brand that encompassed Michael’s love for inspiring people to greatness.
“Let’s make precise progress. Reshape and refocus our grind to sharpen the body, mind, and soul.
Resolute and focused, we deserve to be our peak selves. For ourselves and those around us. To continuously polish ourselves to become the optimal person, father, son, partner, and friend.”
Brand Strategy & Positioning
Brand Identity System
Brand Strategy Workshop