Simon Duffy and his co-founder set out to create a range of natural male grooming products that would appeal to men without using the standard packaging designs. “We chose the name Bulldog because it is masculine in a laid back, lazy way that is the antidote to the effeminate, polished David Beckham image.”

 

Bulldog products, which launched in 2006, use natural ingredients and are free from parabens and artificial colours and fragrances. “Natural brands have their own design language, often with flowers and a homemade look to the packaging,” says Duffy.

 

This works for a niche, predominantly female audience, who are looking for natural products, but Bulldog wanted its products to appeal to a broader range. “We went for white because it is a mainstream cue for purity and absence of badness, and it makes the packs different from other men’s toiletries,” he adds.

 

However, he discovered, from focus groups, that men weren’t picking up on the natural message. The packaging is currently being redesigned and the new look is expected to hit stores in July.

 

The words ‘natural grooming’, currently sandwiched between the logo and the product description, are being picked out in a vivid green band farther down the packs, with more information about the products’ natural benefits highlighted in the same green on the back.