2017 marks our second year being an agency partner in the The Brandery’s seed stage startup accelerator program. The Brandery chose 7 passionate startups to participate in the program this year and paired them with local branding and design agencies in Cincinnati.
RDG had the pleasure of working with TAME the BEAST. They developed a line of men’s grooming products with scents meant to energize and encourage men to GROOM BOLDLY. In today’s busy world, consumers are demanding quality and convenience, which is where TAME the BEAST’s, Extreme YAWP Wash comes in. Their most popular product is an all-in-one beard, hair, and body wash. They even offer it in a 1 Liter Bottle, that’s an entire 6 month supply! The Extreme YAWP was created with rich, bold, botanical ingredients like eucalyptus, menthol, green tea and caffeine, leaving you feeling energized and invigorated – ready to take on the day!
In just four months, we were able to accomplish quite a long list of deliverables for Tame the Beast. Read on to see how we were able to help make the brand come alive!
Tame the Beast is all about grooming boldly, but that wasn’t translating visibly in their branding. After an insightful brand strategy session, we were able to identify the target demographic and then got to work making their look stand out in the crowded men’s grooming market. Their look needed to be more adventurous and adulting-cool. By adding more red and some handwritten bold type, we were able to give their logo and tagline a look that better fit the brand.
As a solely eCommerce business, we started by taking a look at the heart of the operation, the website. We wanted to elevate the brand engagement and help educate consumers quicker, giving them a better user experience. Since our hero product is the Yawp it was necessary to put this front and center, we then created rotating banners that then start promoting some of our other products to help build awareness and a regimen stream.
Tame The Beast does a great job promoting themselves on Social Media, but needed to up their game in other areas. So, we got out our our director chair and headed to Nashville to film a series a short commercials. We helped conceptualize and launch a campaign to reach the target demographic, and capture the voice of the brand. We were able to help give the brand a witty, masculine voice, better positioning it in the men’s grooming market.
As part of the campaign to reach the target demographic, we had a photoshoot showcasing the products. Instead of using the typical idea of a masculine man; the sports athlete, we decided to use another type of masculine man, one who epitomizes strength. We worked with dancers from the Cincinnati Ballet and a local photographer to shoot a series of photos in downtown Cincinnati. By using neutral backdrops, we were able to keep the product as the hero and get a series of photos to use for future promotional campaigns.
After the fast paced four months of working hard to elevate the brand and a successful demo-day pitch, it was time to celebrate! We partnered with Revel Urban Winery in OTR to host a Tame the Beast happy hour. Complete with a YAWP cocktail, product samples, and plenty of beer and wine. It was the perfect way to end our Brandery 2017 journey!
We learned so much about men’s grooming products and really enjoyed working with TAME the BEAST. We can’t wait to help this startup in the future and see where they will go!