TOUGH — Andres Cortes Design

Tough Cleaner is a branding and packaging design project for a new line of cleaning products aimed at a male-identifying audience. The project challenged the typical “for men” aesthetic often used in consumer goods, choosing instead to create a visual identity that is modern, approachable, and versatile.

The goal was to design a brand that connects with its target audience while also inviting broader inclusivity, making the product appealing without relying on outdated gender stereotypes.

THE CONCEPT

The project is rooted in a personal reflection on modern masculinity as something fluid and multifaceted. Rather than reinforcing narrow expectations of toughness or strength, Tough Cleaner embraces values like empathy, awareness, and emotional intelligence—qualities often excluded from traditional notions of masculinity.

The design avoids binary descriptors, positioning the product as functional and accessible for everyone. In this way, the branding attempts to contribute to a redefinition of both masculinity and femininity, highlighting diversity and inclusivity.

CREATIVE DIRECTION

The photography for this project was guided by the product’s clean and natural ingredients. I chose a natural, organic visual style that contrasted with the conventional, industrial aesthetic often used for men’s products.

By combining fresh, simple compositions with subtle masculine cues, the photography reinforces the brand’s balance: strong and reliable, yet grounded in transparency and authenticity. This visual direction not only reflects the product’s values but also strengthens the overall statement about moving beyond stereotypes in branding.

DESIGN APPROACH

The visual identity of Tough Cleaner was developed around the idea of “universal appeal.” By moving away from rigid gender coding, the brand expands its reach—resonating with young men while also being inviting to new audiences who aren’t usually targeted by this category.