gatos

Gatos is a cosmetic line developed specifically with men at the forefront. Creating a line of products that range from the everyday to glam, gatos is made for all men.

  • Develop a comprehensible brand identity for a new brand. This brand should have a distinct audience that is embodied in the deign.

  • Gatos, meaning cats in Spanish derives inspiration from the traditional makeup iconography of the cat eye. The brand is a cosmetic line designed specifically for men. The current market of men’s cosmetics is small and most options are linked to existing women’s lines. Gatos is one of the first brands to create products solely for men on a large scale.

    Gatos offers men an everyday makeup that enhances natural appearance and increase overall confidence. Gatos looks to decrease the stigma of men wearing makeup and make men’s makeup more mainstream.

Class work - AUArts 2024

Created for

Packaging

Branding + Identity

Naming

Merchandise

Deliverables

audience

Person holding a pair of beige sunglasses towards the camera, with their face reflected in the sunglasses, standing outdoors near a gray building with a black metal fence and power lines in the background.
Young man jumping onto a bed in a modern room with minimal decor.

Lovers of Gatos confidently embrace their individuality exuding presence wherever they go. Unapologetically themselves, these men radiate authenticity and enjoy standing out in a crowd. Defined by their unwavering sense of identity these men have strong levels of charm and charisma, making every action look effortless.

For this group of men, cosmetics serve as a means of enhancing their natural features. They seek products that seamlessly integrate into their daily routine, provide lost lasting wear, and effortless application. Whether it is a subtle enhancement of their features or a bold statement look, these men gravitate towards cosmetics that empower them to express themselves authentically.

In the world of Gatos, makeup is more than a tool for enhancement, it is a form of self-expression. With unwavering commitment to authenticity and self-confidence these men are rewriting the rules of beauty and redefining what it means to truly be comfortable in your own skin.

The Brand

A black stylized cat with white eyes and a curled tail.

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Packaging

Boxes

Three Gatos Makeup for Men products including a soft touch blush, an eyeshadow palette, and a lip balm, arranged on a light grey surface.
Packaging for Gatos Makeup for Men featuring a black background with red, white, and yellow tiger stripe accents, a barcode, and product information.
Packaging box for Gatos Makeup for Men Daily Lip Balm, featuring black background with red and yellow claw marks, and text in English and French highlighting the product's purpose for men and ingredients, including cherry extract and avocado oil.
A black tube of matte lipstick with orange base lying on a reflective surface

Products

Close-up of a Gatos eyeshadow palette with multiple circular shades in neutral and vibrant colors, and the brand's logo featuring a cat silhouette.
Black container of Gatos makeup for men, soft tint blush in shade Pinch Me, 6 grams or 0.21 ounces.

Merchandise

Person holding a black and red baseball cap with a white logo of a stylized animal face. The person is wearing a white T-shirt and has a beard, with a blurred green outdoor background.
Two sweatshirts hanging on wooden hangers against a gray background. The red sweatshirt on the left has a white logo with a stylized cat and the text "GATOS MAKEUP FOR MEN." The gray sweatshirt on the right has black text "GATOS MAKEUP FOR MEN" printed across the chest.
Two disposable lighters with branding, one black with red text and the other dark gray with gray text, casting shadows on a red background.
Close-up of a black cosmetic bag with red trim and cat logo, on a red box with black claw marks in a gray background.
YETI