His
Info
His is a Vietnamese men’s personal care brand created to offer a more relatable take on masculinity. Developed at DTX Asia, the brand moves away from the category’s familiar emphasis on strength and status, instead celebrating the everyday individuality of the men it speaks to. From brand strategy and identity to packaging and art direction, His was built as a confident yet approachable brand—one that gives men room to simply be themselves.
Year
2022
Client
DTX Asia
Services
Brand concept & identity, Packaging, Art Direction
Role
Brand Designer & Art Director
Men’s care has long relied on a narrow visual vocabulary to the Vietnamese market: dark colours, hard edges and an ideal of masculinity built around power and performance. His set out to speak differently. A warmer, more expressive identity brings personality into the category through bold typography, candid imagery and playful graphic details. Rather than prescribing what a man should look or act like, the brand puts individuality at the centre—creating a world that feels masculine without having to prove it.
His went beyond the concept stage and found its place in the real world, with more than 10,000 bottles sold. For a brand built around challenging familiar ideas of masculinity, that response became a fitting proof of the concept: there was room for men’s care with more personality and a lot less posturing.
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