One of my favorite challenges ever: revive a dusty classic with little money. That really got me going.

Leveraging the brand's strong heritage of masculine gentleman, the line "What Makes a Man"  captures a refreshed spirit of masculinity without prescribing the answer. I designed a lean and mean portfolio of assets centered around the powerful portrait of today's gentleman shot by Cliff Watts. The dark old fashioned amber bottle shot was updated with a lighter more contemporary feel by photographer Richard Pierce. Fresh bottle, fresh face, fresh new spirit for today's Aramis- and still a classic.

This platform allowed us to expand the franchise with Aramis Breeze and Aramis Gold flankers.