Men's cosmetics have a problem with their tone. Almost the entire industry screams: matte black, bold fonts, and words like "strength," " energy," or "boost." It promises men they can be someone else, but a mature, discerning man doesn't want to be shouted at.

When we set out to create Aplomo from scratch—including the name, positioning, concept, and complete visual identity—that was our starting point: to build a men’s grooming brand that men would feel comfortable keeping out in the open. The opposite of noise.

The name says it all: Aplomo means serenity and self-control, but it also comes from the plumb line—the string with a weight that marks the exact vertical, what is straight and true. Composure and precision. That is the foundation of the brand: men’s grooming without artifice. Just the right amount, done well. A range of six products numbered from 01 to 06 (with no filler) in which the name of each product says, without beating around the bush, exactly what it does.

Poise

The identity we created takes that idea all the way. We incorporated the plumb line into the logo itself and made it the graphic motif that runs throughout the entire system. We did away with the obligatory black: a serene olive green as the brand color, copper as the sole warm accent, and a neutral base of mineral tones. A clean, unpretentious typeface that maintains the hierarchy on its own, and a photographic style featuring natural light, real skin, and honest materials (stone, amber glass, olive leaves)—far removed from a gym-like aesthetic. The system is applied to packaging, in-store displays, gift sets, magazine graphics, and exterior signage: in all of them, the same sense of calm.

No other man can promise self-assurance. He simply restores the self-assurance you already possess, in its proper form.

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