The design brief was clear and tough at the same time: “to create a luxury product meant for the Persian Gulf region with an obviously masculine personality.” A distinguished-looking pack of Eau De Toilette that was crafted around principles of ‘Masculinity meets luxury’ where everything – from name to packaging design to material – were kept quite androgenic. Hence, we integrated two basic thoughts – shape and color – and transformed it into a robust design that expresses masculinity in a captivating manner. TOOLBOX was derived from the ‘shape concept’ of an industrial nut that served here as the symbolic representation of Man, a stud.