A consumer brand development and exploration, Gent was thought up of as the “average joe” self care brand. Consumers who are too old for “Tag” or “Axe”, but not stuffy enough for department store brands did not find much personality in the men’s self care market that spoke to their tongue-in-cheek sense of humor without the frat boy jokes. Done under the supervision of the Michael Osbourne Design Studio in San Francisco with creative partners Chris Miller and Aaron Bird.