A copper peptide serum, a customer you can picture on a ute tray, and three months of thinking already done. This is the plan to finish the brand, design the pack and put MEND+ on sale in its own store, all inside your 90-day window.
ScrollKodi, thank you for the time yesterday and for a brief that is far more honest than most. You know who this is for, you know what you never want it to look like, and you are the first to say the AI renders are starting to look "very AI". That instinct is right, and it is exactly why this needs a person now, not another prompt.
I have been through all seven pages, the original Fortitude Skin thinking, the seventeen rounds of names and the brands you love. You have already done most of the brand thinking yourself: the customer, the voice, the lines, the look. So this is not starting over. It is refining what you have into one finished identity, one pack and one store that sells it.
Everything here is priced flat and kept lean, with no hidden second quote, and timed to go live by mid January.
Inge Loock, Creative Director at Studio Loock
Worn in, not worn out.
Your hero ingredient is copper, and copper is already the working man's metal. It runs through every wall a sparky wires and every pipe a plumber lays. It also does something almost no other material does: it gets better with use. Worked copper takes on a patina, and nobody calls that damage. They call it character.
That is the man FORMEN is for. Sun, sweat, long hours and a razor have left their mark, and he is not trying to look twenty again. He wants to look like himself on a good day. So the brand never sells youth. It sells repair: worn in, looked after, back in the game. That keeps every word inside the cosmetic claims you are allowed to make, and it gives the whole identity its material world: amber glass, raw stone, leather, timber, the warm light at the end of a working day.
It also settles the blue. Inside that warm, worked range, a clear bottle of naturally blue serum stops reading as clinical and starts reading as relief: the one cool thing after a hot day. The colour becomes the proof of the copper, not a borrowed look.
The category sells men youth. FORMEN sells them repair. It is a smaller promise, and it is the one a bloke will actually believe.
Studio Loock is a creative agency built around three connected disciplines: branding, websites and SEO. A product brand lives or dies on all three at once. The name has to be ownable in search, the pack has to work as a thumbnail on a phone, and the store has to sound like the bottle. We design for all of that from day one, so nothing has to be redone at launch.
You will deal with me, Inge, on the brand, the pack, the store and every decision, with one trusted senior developer behind the build. No account managers, no juniors, nobody learning on your brand. We delivered Loyal Crush, a cruelty-free beauty brand, end to end: identity, packaging world, website and content system. Same category discipline, aimed at a very different customer.
Three pieces, in that order. You have already done the heavy lifting on voice, audience and look, so the brand work is about refining and locking it, not reinventing it. Then one pack, done properly. Then one store that sells one product beautifully.
Part one: brand refinement
Part two: one packaging design
Part three: a one-product Shopify store
Honest notes, so nothing is a surprise later
I can see why you love it. It says who it is for instantly and looks great in wide caps. But said out loud it is a category, not a brand: search for it and Google shows you every product "for men", the .com and .com.au are gone, and there are lookalikes overseas. That matters more now there is a store, because people need to find it. It does not rule FORMEN out. It means you get a straight answer either way before anything is printed.
We check availability the way a brand agency can: search, domains, socials and obvious conflicts. Only a trade mark attorney can tell you whether a name is safe to register. Their view has to happen before the wordmark is locked, and it is booked and paid for by you directly.
The renders are great for a waitlist, but people buying skincare want to see the real bottle. Once samples land, the product needs a simple photo shoot. We write the brief and pick the shots; the photographer invoices you directly. Until then, the waitlist runs on the brand and the renders, and that is fine.
We write to the guardrails you have already set: repair, soothe, hydrate, recover, and nothing about stopping ageing or boosting collagen. Final wording on the pack and the store should still be checked by your formulator or a regulatory adviser. We will flag every line that needs it.
A one-product store should feel like a conversation, not a catalogue. Short menu, one clear path to the buy button.
Loyal Crush: brand, website & content system by Studio Loock
Kickoff Monday 16 November. Branding and packaging finished by Wednesday 16 December, and the website concept presented Wednesday 23 December, so you go into Christmas with the whole brand in hand. The store is then built in the first two weeks of January and live by Friday 15 January, ready to sell as soon as the product and label are. Studio Loock is closed 24 December to 3 January.
Deep dive Monday 16 or Tuesday 17 November, whichever suits you. Name view and two complete identity concepts presented Friday 27 November. We go through them together and pick out everything you love most from both, then the final refined concept, combining the two, is presented for approval Friday 4 December. Your part: bottle and cap samples by Friday 20 November, and the trade mark attorney's view on the name by Friday 4 December.
Two complete label concepts presented Tuesday 8 December. Same approach: we review them together and combine the best of both, then the final refined label is presented for approval Friday 11 December, with print-ready artwork handed over Wednesday 16 December, ready for your supplier. Hard deadline: your final bottle choice and the supplier's label dieline by Friday 4 December. The label cannot be finished without it.
The store homepage and MEND+ product page designed on the finished brand, with the interactive moments shown working, and presented Wednesday 23 December. Take the break to sit with it, and send your feedback by Monday 4 January.
Concept refined from your feedback, then the Shopify build, copy, subscriptions, payments, pixel and analytics. Private preview Monday 11 January, one revision round, test orders, then your website guide and a live walkthrough, store live Friday 15 January. It runs in waitlist mode until stock lands, then flips to selling. Your part by Monday 4 January: a Shopify account on the Basic plan in your name, launch price and shipping rates.
On timing
Two things sit outside our control: the trade mark view and the dieline. If either is late, the website concept still lands before Christmas and the store still gets built on time, and the label moves a week for every week they do. A beautiful label built to the wrong bottle helps nobody.
$9,000 AUD
Full investment, itemised below
Every figure here is a flat amount, with nothing added on top. This is a fixed price. If the work takes longer than we have estimated, that is ours to absorb. The only thing that moves the number is something you ask for that is not described on this page, and we will tell you what it costs before we start it.
Hosting & running costs, paid by you directly to Shopify
When you are ready, priced so there are no surprises
Not included
"We believe good work comes from rest, not burnout, so we've built boundaries into how we work, for your sake as much as ours."
Email keeps tasks, due dates and decisions in one place. If anything is urgent, you can always message on WhatsApp. The deep dive and the key reviews can be in person on the Gold Coast or on a video call, whichever suits you.
Monday to Friday, 9am–5pm (AEST). Weekends are our time to switch off, so we don't work on client projects unless it's urgent or close to a deadline.
The deep dive, the brand presentation, the packaging review, the website concept presentation, the preview review and the handover walkthrough are included. Anything beyond that is billed hourly.
For the branding and the packaging: two complete concepts, reviewed together, the best of both combined, then one final refined concept for your approval. One round on the website concept and one on the built store. Additional revision sessions are billed at $120/hour.
Kodi Angelini (or the business entity he nominates) is engaging Studio Loock as an independent contractor for the brand, packaging and Shopify store package described above.
Fees are due in accordance with the pricing above. Invoices are sent at the stages in the chosen payment plan and are due within 7 days of invoice.
Both parties work together to complete deliverables on time. Samples, the trade mark view, the dieline and the Shopify account details are needed by the dates in the process section. Studio Loock is not responsible for delays caused by these arriving late.
Studio Loock reserves the right to assign trusted subcontractors to this project to ensure the right fit and on-time completion.
Additional fees may apply if the client requests changes to the agreed scope and objectives. Extra hours outside scope are billed at $120/hour.
Name checks are brand availability checks, not legal clearance. Trade mark advice, claims compliance, printing, Shopify, domains and any apps are contracted and paid for by the client in their own name, so the accounts always belong to the client.
On final payment, the client owns the final brand identity, packaging artwork, store and website guide (and brand guidelines, if chosen) outright. The client guarantees any supplied elements are owned or licensed. Studio Loock may show the work once the brand has launched publicly.
This proposal is the sole agreement between Studio Loock and the client. Additional work is authorised by written change order. Either party may terminate with two weeks' written notice, with the client liable for work completed to that point.
Three questions and we can start. Reply by email or grab twenty minutes on a call, and the first invoice and the deep dive booking go out the same day.
Does the shape work: brand and pack finished before Christmas, the website concept on 23 December, and the store live by 15 January?
Which payment option suits you, 50/50 or three stages?
Who is your bottle and packaging supplier, and which suits you for our deep dive: Monday 16 or Tuesday 17 November?
Kodi, you have done the hard part already: you know the man, you know the product, and you have the patience to have killed seventeen rounds of names rather than settle. That is exactly the kind of founder great brands come from. I would love to build this one with you.
Warmest regards,
Inge Loock
Creative Director
