How Spring accelerated designs for a new men’s grooming brand

The brief

Crafting minimalist luxury for a modern men’s grooming line.

Leon Tacke, a freelance designer, was commissioned to develop initial concepts for Gravitas, a new men's grooming brand. The client needed to visualise a range of products across their line before moving into production. With the tagline "Strength in simplicity," Gravitas required concepts for multiple products to help narrow down the design direction.

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The Designer’s vision

The Gravitas aesthetic: where natural elements meet premium design.

Leon envisioned Gravitas as a sophisticated, eco-conscious men's grooming brand that would stand out in a crowded market through natural elegance. His creative direction focused on creating a cohesive visual language across three different packaging formats: perfume bottle, cosmetic jar, and carton box.

Each product would feature a sophisticated design with matte earthy green finishes, bold serif typography, and subtle botanical embossing. The packaging would emphasise natural elegance while maintaining a premium, eco-conscious aesthetic across all touchpoints.

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The Spring Solution

Leon used Spring to rapidly generate multiple design concepts that aligned with his vision for Gravitas.

1. Concept generation

Leon began by focusing on a single product, the perfume bottle, to establish the core design direction. Using Spring's AI generator, he explored various interpretations of his design brief, experimenting with different approaches until he found a direction that perfectly captured the Gravitas aesthetic.

Spring's rapid concept generation tool enabled him to generate multiple stylistic variations while staying true to the Gravitas brand guidelines, giving the client options to consider without starting from scratch with each iteration.

2. Product range development

Once satisfied with the perfume bottle design, Leon used Spring to remix this established direction across different product types. The platform allowed him to maintain consistent art direction while automatically adapting the design to the specific requirements of the cosmetic jar and carton box formats, ensuring brand cohesion throughout the range.

3. Client presentation

Leon organised all the generated designs into a Spring Collection, creating a comprehensive presentation that could be easily shared with the client and other stakeholders. This streamlined collaboration allowed for efficient feedback gathering and simplified the decision-making process.

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The results

A diverse yet cohesive set of concept visualisations.

Spring enabled Leon to efficiently create a diverse yet cohesive set of concept visualisations for Gravitas. With Spring he could:

1. Generate multiple high-quality concepts in a fraction of the time traditionally required.
2. Present a cohesive brand vision across different packaging formats.
3. Provide the client with enough variety to make informed decisions about design direction.
4. Create realistic visualisations that effectively communicated the proposed aesthetic.

By using Spring to quickly generate these initial concepts, Leon was able to accelerate the early phases of the design process, allowing more time for refinement once the client had selected their preferred direction.