CLUTCH Men’s Personal Care is designed to provide a solution to a variety of grooming needs through a minimalistic and sophisticated voice, while incorporating aesthetics from tuner cars.

There is currently little to no variation in the products marketed towards men, often leading them to use other products such as those that may be primarily marketed for women. Most men’s brands may delineate different products by scent or catchy name, rather than the purpose in which they serve, making it especially difficult for men to walk into a store and easily find what they are looking for. CLUTCH is an expansive line that currently focuses on five main products: shampoo, conditioner, body wash, face wash, and hair gel, each with variations to serve multiple needs.

The CLUTCH logo features three notches in the side of the C alluding to the three pedals found in manual transmission cars. Additionally, this also looks to be the fingers of a clenched fist which goes along with the saying “coming in clutch”. The main color that is consistent throughout the brand is black, paired with a variety of bright colors that are specific factory car paint colors. A series of car part icons were also created to go along with each type of product and align with their purpose. The typography is laid out similarly to how many car manuals are created, including using a numbering system. The bottle mock ups were built digitally in Cinema 4D and then 3D printed and painted to provide a real life representation of what CLUTCH products could be.