Tasked with the assignment of creating a product and its branding from scratch, Catherine Adreani and her classmates came up with the concept of 'Basic Stuff,' a grooming line that highlights high craftsmanship and simplicity.
Products in the line include basic shampoo, basic mouthwash and even basic toothpaste. Branding-wise, the team kept things simple, using a black font with no images. They also came up with a story to accompany the line, which consisted of a group of siblings moving to their grandmother's farm during the recession, and taking pride in these simplistic grooming products that they made there. Instead of leaving these products on the farm, the siblings decided to bring the goods to the masses, and celebrate their artisanal quality without being too pretentious.